Priorbank

Priorbank is one of the first commercial banks in Belarus and has remained a key player in the country’s financial market since its founding. With a 35-year history, the bank embodies experience, professionalism, innovation, and the ability to adapt to socio-cultural and market changes.

The new identity needed to highlight the bank’s innovative approach and commitment to success. The new identity needed to highlight the bank’s innovative approach and commitment to success. Fabula Branding undertook a multi-faceted process, including:

• Brand audit, market research, and competitor analysis.
• B2B and B2C consumer segment studies.
• Logo redesign and development of a new corporate identity.

During the research phase, the agency conducted:

1. Competitor analysis to define what sets Priorbank apart in the market.
2. Consumer studies focusing on B2B and B2C segments to understand customer expectations and perceptions.
3. Brand audit to identify key elements essential for brand recognition and association.

The insights gathered during these studies helped shape a design solution that maintained brand continuity while emphasizing Priorbank’s forward momentum. Additionally, the agency developed a verbal communication strategy to ensure effective audience engagement.

The visual concept of Priorbank’s updated brand was crafted to strengthen associations with innovation, success, growth, and confidence, while also reinforcing synergy and the bank’s connection to its customers.

The existing brand colors were retained to preserve familiarity:

• Yellow, symbolizing energy and innovation.
• Black, representing stability and professionalism.

For typography, rounded forms were chosen to balance the brand’s heritage with a sense of harmony while complementing the structured elements of the logo.

These lines convey partnership between the bank and its clients, symbolizing progress, dynamism, and innovation. The graphic shape also references key financial elements such as bank cards, money, and smartphones, reinforcing the connection to modern financial services.

The logo was designed in two versions—Cyrillic and Latin—along with a shortened version optimized for digital platforms. The modern and dynamic design ensures that the identity is bold, memorable, and highly adaptable for various communication needs.

At the client’s request, Fabula Branding conducted testing of multiple logo concepts to determine which design resonated most with the target audience. The process included interviews with 64 respondents across 8 key target groups, consisting of:

• Highly skilled professionals
• Entrepreneurs
• CEOs of large and mid-sized businesses
• Top managers and specialists from multinational corporations

Interestingly, nearly half of the respondents preferred the shortened logo version—"Prior"—even though they hadn’t seen its full application across brand materials.

The new corporate identity for Priorbank effectively balances legacy and innovation, demonstrating:

• Continuity – Key recognizable elements were preserved for brand familiarity.
• Innovation – The new visual language highlights progress, modernity, and growth.
• Customer-Centricity – The identity conveys partnership, trust, and reliability.

The new branding serves as a powerful strategic tool that was handed over to the client for further brand evolution.

"Rebranding Priorbank was more than just a project—it was a unique experience of working with a brand that plays a crucial role in the Belarusian market. Our goal was not only to maintain continuity and reinforce key brand associations but also to highlight the bank’s core values—innovation, dynamism, and a drive for progress.

A particularly valuable part of this process was the large-scale logo testing among real customers. This allowed us to gain genuine insights into their expectations and incorporate them into the final solution. We take pride in having created a visual identity that enhances the brand, brings it closer to its customers, and embodies the essence of collaboration".