Promsvyazbank Retail Bank Branch Design & Planning
We build bank brands designed to transform markets.
Innovative. Relevant. Trustworthy.
A retail bank branch audit, new interior design, and brand communications for PSB, a leading financial retail business in Russia.
CampbellRigg partnered with Promsvyazbank (PSB), one of Russia’s leading retail banks, to reimagine its branch network through strategic brand communications, interior design and format planning. The goal was to foster stronger customer engagement, strengthen trust and elevate customer loyalty through purposeful space and brand experience design.
A bank branch network interior design, marketing
and reimagining concept for Promzvyazbank, Russia (PSB).
PSB reassess five branch formats. The footprint and
functions of Flagship, Standard, Express and how
they will run their branches.When Promsvyazbank executives invested in our design services,
they discovered the new concept was streets ahead of the competition,
15% cheaper to implement and the Net Promoter Score index showed
customer loyalty moved up from 10th position to 5th position.
Location - Kutuzovsky Prospekt, Moscow.
PSB aimed to redefine customer engagement across their branches by fostering open discussions about all financial needs and building trust. They sought a branch concept that was both organized and professional, free from the traditional barriers associated with Russian bank formats.
Our design team was charged with creating an innovative branch concept to elevate PSB’s presence. Beyond functional design, the management team emphasized the importance of a consistent brand identity, which had previously been a challenge.
The Strategic Challenge: Rebuilding Trust & Customer Connection
PSB aimed to shift away from traditional, transactional branch formats toward environments that encourage open financial discussions and reflect a professional, trustworthy institution. Fragmented communication materials and a lack of brand cohesion had previously limited customer recognition of PSB’s competencies across key segments.
"During our cooperation we found CampbellRigg to be responsive,
efficient and a highly creative team of designers, able to realise
our objectives with new branch designs.""I would, therefore, like to recommend CampbellRigg without reservation as
a reliable retail design agency partner."
Elena Makota, Vice-President, Head of Retail Banking, OAO Promsvyazbank.
Our Approach: Audit, Design & Brand Communications
We conducted a comprehensive branch audit and developed a contemporary retail design concept that balanced openness with professionalism.
Key elements of the solution included - Interior Design & Spatial Planning:
Creating clean, uncluttered spaces to encourage dialogue and reduce traditional barriers common in legacy formats.
Brand Communications:
Ensuring consistency across touchpoints, from interiors to advertising, so customers clearly perceive PSB’s values: competence, reliability and accessibility.
Materials & Lighting Strategy:
Contemporary finishes and indirect lighting were selected to convey elevated quality and reassurance.
PSB executives found that CampbellRigg’s concept was 15% more cost-effective to implement than prior design approaches, while customer loyalty, measured by Net Promoter Score, improved significantly, climbing from the 10th to the 5th position in benchmark measures.
Why This Matters for Banking Brands.
In today’s competitive financial landscape, branch design and brand experience are powerful tools to:
1. Increase customer trust and loyalty
2. Communicate brand strength across touchpoints
3. Support advisors with environments that foster meaningful conversations
4. Reduce implementation costs without compromising quality
CampbellRigg’s work with PSB demonstrates the impact that strategic design, spatial planning and cohesive brand communications can deliver for retail banks seeking stronger market positioning.
Explore More Transformative Bank Retail Projects: CampbellRigg helps banks worldwide, from Russia to Europe and Asia, elevate their branch environments through brand-aligned design, customer experience strategy and measurable outcomes.
