“To do a common thing uncommonly well brings success”
Henry John Heinz

Text for the Rosbank booklet

Task

The booklet is an easy-to-pick-up handout in Moscow and regional offices. We were commited to formal writing style developed by the financial group which has existed for more than 150 years and, at the same time, we had to insert everyday expressions commonly used by young businessmen. Moreover, advertising intonation should be kept in mind.

Solution

Despite that stylistic trap we cound find the way out and were able to keep a fragile balance between cold recommendations, friendly advice and a tradefair manifest. Descriptions of bank services have features of all these styles and do not conflict or offend sensitive literary taste.

We would like to say special thanks to Narine, Natalia and Anna for their support and consent to our genre experiment.

We hope that our language for describing bank services managed to grow out of contemporary standard templates and can be a good example for all those authors who feel that their inspiration is brutally restrained by rigid genre frames.

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