Elixir is a new online bank service from Russia's B&N Bank. It was created as a modern alternative to Russia's old fashioned banks and promises a service that is quick, safe and always available. Elixir offers Russian's quick access to credit via technology that can approve an application within 60 seconds. A new and exciting way to make people's dreams and aspirations come true. The brand name and visual identity, created by design company Lothar Böhm, is a fluid (Elixir) that can transform people's lives. Our brief was to launch Elixir using the identity to ensure consistency and prominence to the fledgling brand. While the identity is striking and very unusual in the Russian market we felt that Elixir needed a simple product proposition to drive response. We believe that credit is hard to sell to people who don't need it, but a credit provider who makes the process as quick and easy as possible is something of huge interest to the millions of people seeking credit from the existing slow and unhelpful banks in Russia. Our strategy focussed on the 60 second promise and used Elixir's brand ID to create visual impact.