The core of the visual identity centres on the concept of 'uniting'. This was expressed through a confident new aesthetic that merges clean, modern design with a warm, people-focused sensibility. The new logo and visual system were designed to feel both future-facing and deeply trustworthy, moving UAB away from traditional banking formality and toward an image that is inviting, empathetic, and strong. The application across all touchpoints, from branch signage to internal documents, reflects this seamless blend of dynamism and human focus.

While the website is yet to launch, our work established the strategic and design blueprint for the bank’s entire digital ecosystem. The design focuses on an intuitive, accessible, and personal user experience (UX) that extends the human-first approach online. This digital strategy ensures that when the site goes live, it will serve as the premier digital expression of UAB's vision, proving that cutting-edge technology can enhance, not replace, the personal touch.

The bank cards are a key, high-touch collateral and a powerful statement of the new brand. We designed a cohesive family of cards that visually communicate the brand's premium, yet approachable, nature. The designs employ clean lines, sophisticated colour palettes, and tactile finishes to create a physical product that clients will be proud to carry. These cards serve as a daily, tangible reminder of UAB's refreshed image and commitment to service excellence.

A new Tone of Voice (TOV) was essential to humanise the brand experience. We developed a distinct voice defined by four pillars: Warm, Empathetic, Integrity-Driven, and Empowering. This strategic shift moves the bank's communication from transactional and formal to supportive and conversational. The TOV framework ensures that every customer interaction, whether written or spoken or in marketing activities like advertising, reflects UAB's commitment to building trust and confidence through genuine, human connection.