Hr Brand Identity For Tochka Bank
One employee’s handwriting became the clearest proof that real people work at Tochka.
ESH gruppa developed a dedicated HR visual identity for Tochka Bank, distinguishing it from the main corporate brand. The system draws inspiration from living processes, using movement, layering, and imperfection to express the diversity of teams while maintaining cohesion through shared visual language and color accents.
Insights- ESH created a separate employer identity for recruitment and internal communication, not a redesign of Tochka Bank’s customer brand.
- The existing corporate system made job advertising look too polished and quiet; candidates struggled to recognize themselves in it.
- Crossed-out words, repetition, layering and imperfect 3D illustration express the employer proposition of freedom with responsibility.
- Real employees replace models, and the visual volume can be adjusted — louder for sales roles, quieter for legal and support communication.
- Tochka Script was derived from an actual employee’s handwriting, selected from roughly one hundred samples and turned into outlined display material.
