Russian Standard
ELKA with the bank
and VISA
YOLKA with the bank
Russian Standard
and VISA
Russian Standard
and VISA
Project of a youth and student loyalty program in Russia with a unique infrastructure of card distribution in universities of Moscow and Moscow region
2019
Russia
Identity
Naming
Presentation and P&L
UX/UI
Mobile app
Website
Objectives
We were challenged to develop the project from scratch, including:
– name, corporate identity, all attributes and polygraphy
– development of a promotion strategy, business plan and P&L model
– development of a web and mobile application and IT platform of the loyalty program.
– implementation of gamification mechanics, bonuses, rating system to stimulate transactional and other activity.
– name, corporate identity, all attributes and polygraphy
– development of a promotion strategy, business plan and P&L model
– development of a web and mobile application and IT platform of the loyalty program.
– implementation of gamification mechanics, bonuses, rating system to stimulate transactional and other activity.
Identity with card and cardholder layouts for integration with Moscow universities
Solutions
We decided to take the Russian word ELKA and at that time we did not know about the existence of a singer with the same stage name. The brand had to be laconic, easy to remember, and Russophile, because there was an international ISIC card on the market, with which our project had to compete.
But in order to make the brand modern, we decided to “play” with the spelling and added Latin letters, while leaving Ë (there was a cult of this letter at the time, so we were definitely in the trend).
But in order to make the brand modern, we decided to “play” with the spelling and added Latin letters, while leaving Ë (there was a cult of this letter at the time, so we were definitely in the trend).
Then we developed a bright and youthful brand book with all the polygraphy that were used in universities. We took bright youthful images filled with lightness, they carried a message of lightness and coolness of the product to the target audience.
We also prepared business and functional requirements for the IT platform of the loyalty program. All this formed the basis for the development of a web and mobile application, as well as integration with the banking system and cash register solutions of trade and service enterprises (cafes, stores, etc.) We launched the first pilot cobrand card project with Russian Standard Bank with the support of VISA.
We also prepared business and functional requirements for the IT platform of the loyalty program. All this formed the basis for the development of a web and mobile application, as well as integration with the banking system and cash register solutions of trade and service enterprises (cafes, stores, etc.) We launched the first pilot cobrand card project with Russian Standard Bank with the support of VISA.
We decided to take the Russian word YOLKA, and at that time we did not know about the existence of a singer with the same stage name. The brand had to be laconic, easy to remember, and Russophile, because there was an international ISIC card on the market, with which our project had to compete.
But in order to make the brand modern, we decided to “play” with the writing and added Latin letters, while leaving Ë (at that time there was a cult of this letter, so we were definitely in the trend).
Then we developed a bright and youthful brand of the letter with all the polygraphy that was used in universities. We used bright youthful images filled with lightness, they carried a message of lightness and coolness of the product to the target audience.
We also prepared business and functional requirements for the IT platform of the loyalty program. All this formed the basis for the development of a web and mobile application, as well as integration with the banking system and cash register solutions of trade and service enterprises (cafes, stores, etc.) We launched the first pilot cobrand card project with Russian Standard Bank with the support of VISA.
But in order to make the brand modern, we decided to “play” with the writing and added Latin letters, while leaving Ë (at that time there was a cult of this letter, so we were definitely in the trend).
Then we developed a bright and youthful brand of the letter with all the polygraphy that was used in universities. We used bright youthful images filled with lightness, they carried a message of lightness and coolness of the product to the target audience.
We also prepared business and functional requirements for the IT platform of the loyalty program. All this formed the basis for the development of a web and mobile application, as well as integration with the banking system and cash register solutions of trade and service enterprises (cafes, stores, etc.) We launched the first pilot cobrand card project with Russian Standard Bank with the support of VISA.
UI layouts of ELKA program interface
The project consisted of several components:
– discount system,
– bonus system,
– coupon service.
Each partner (trading and service enterprise) can choose the most convenient service for it with gradation of increase of solutions available to it.
The partner has an account and the ability to publish events, new promotions and offers, accrue and write off bonuses, offer customers a refund to their bank card after making a purchase when the conditions of promotions are met.
– discount system,
– bonus system,
– coupon service.
Each partner (trading and service enterprise) can choose the most convenient service for it with gradation of increase of solutions available to it.
The partner has an account and the ability to publish events, new promotions and offers, accrue and write off bonuses, offer customers a refund to their bank card after making a purchase when the conditions of promotions are met.
Customers can subscribe to certain brands and receive only interesting promotions and offers. Through analytics of payment behavior and geolocation, we determine the consumer profile and additionally offer to subscribe to other brands and take advantage of promotions.
Cashback is provided for payments made with a bank card and only if the client subscribed to a brand/activated a promotion or took part in geolocation before making a purchase. The program also encourages collective purchases through group auction mechanics.
Many years later, many of our developments have been implemented in Tinkoff Bank's privileges program, which demonstrates the innovativeness of the ELKA project solutions.
Cashback is provided for payments made with a bank card and only if the client subscribed to a brand/activated a promotion or took part in geolocation before making a purchase. The program also encourages collective purchases through group auction mechanics.
Many years later, many of our developments have been implemented in Tinkoff Bank's privileges program, which demonstrates the innovativeness of the ELKA project solutions.
The project consisted of several components:
— discount system,
— bonus system,
— coupon service.
Each partner (trading and service enterprise) can choose the most convenient service for it with gradation of increase of solutions available to it.
The partner has an account and the ability to publish events, new promotions and offers, accrue and write off bonuses, offer customers a refund to their bank card after making a purchase when the conditions of promotions are met.
Customers can subscribe to certain brands and receive only interesting promotions and offers. Through analytics of payment behavior and geolocation, we determine the consumer profile and additionally offer to subscribe to other brands and take advantage of promotions.
Cashback is provided for payments made with a bank card and only if the client subscribed to a brand/activated a promotion or took part in geolocation before making a purchase. The program also encourages collective purchases through group auction mechanics.
Many years later, many of our developments have been implemented in Tinkoff Bank's privileges program, which demonstrates the innovativeness of the ELKA project solutions.
— discount system,
— bonus system,
— coupon service.
Each partner (trading and service enterprise) can choose the most convenient service for it with gradation of increase of solutions available to it.
The partner has an account and the ability to publish events, new promotions and offers, accrue and write off bonuses, offer customers a refund to their bank card after making a purchase when the conditions of promotions are met.
Customers can subscribe to certain brands and receive only interesting promotions and offers. Through analytics of payment behavior and geolocation, we determine the consumer profile and additionally offer to subscribe to other brands and take advantage of promotions.
Cashback is provided for payments made with a bank card and only if the client subscribed to a brand/activated a promotion or took part in geolocation before making a purchase. The program also encourages collective purchases through group auction mechanics.
Many years later, many of our developments have been implemented in Tinkoff Bank's privileges program, which demonstrates the innovativeness of the ELKA project solutions.
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