The New Year's corporate campaign for 2025, in its printed iteration, included traditional business gifts — a calendar, daily planner, and gift bags — while the digital part of the promotional campaign focused on outdoor advertising, which was shown at premium high-traffic locations of the company Go2Digital, throughout Croatia.

With the exception of visually modified paper gift bags and daily planner with fashionable pattern, the key element that runs through all promotional printed and digital materials of the 2025 New Year's program is "HPB Sculpture of Growth".

From root to crown - from branch to leaf, in an abstract way, the HPB logo has been deconstructed and transformed from monolithic to layered, representing the diversity of the bank’s business approach and its ever-growing activities.

A stable, yet dynamic 3D key visual was suitable for designing static printed materials - but also for motion graphics for outdoor advertising, without losing its visual appeal in any of the applications.

For example, on a two-part wall calendar, it extends the entire height across all parts, while on digital materials as a motion graphic, it is playful and agile.

Designers
Dušan Bekar and Alira Hrabar Bekar

Font used
Akzidenz-Grotesk by Berthold