CLIENT
Golden Capital, the leading pawnshop network in Karaganda, builds a responsible pawn business based on a deep understanding of customer needs, social responsibility principles, and a commitment to financial satisfaction at every stage.
TASK
To effectively convey its philosophy to potential clients, the company has entrusted us with developing a new brand platform and communication strategy.
As a result of a joint strategic session with the client, we gathered key data for the future platform: audience profile and values, business insights, and competitive analysis. Based on this, we developed the foundation of the brand’s new identity.
POSITIONING
The new communication platform is built around the positive changes in people’s lives brought by Golden Capital’s fast and easy-to-access loans.
BRAND PLATFORM
A pawnshop that provides a decent life here and now—visible to everyone.
Brand slogan:
Life of the highest standard
Brand mission:
To empower people to fulfill their immediate desires and maintain a dignified standard of living today, here, and now.
TYPOGRAPHY
The primary corporate typeface is TT Firs Neue—a modern evolution of the classic Scandinavian TT Firs sans serif. In its updated version, the letters have become fresher and geometrically cleaner. While the original typeface family was mainly designed for display use, featuring large and short inscriptions, the new version is optimized for both text and digital applications.
ADVERTISING CAMPAIGN
The new brand positioning and values were brought to life through our advertising communication, designed for outdoor media and points of sale.
Core campaign idea:
Sometimes, time is the only thing standing between us and our desires. Just wait for payday, and… it’s too late. Because a spoon is best at mealtime, a fur coat in winter, and the sea during vacation.
With Golden Capital, you don’t have to wait for your paycheck or an inheritance to get what you want. We help you have it here and now.
