Online Bank Branding
Liv. is a dynamic and innovative online bank based in the UAE, specifically designed to cater to the younger generation. With a focus on providing a fun, young, and playful banking experience, Liv. aims to attract millennials and Gen Z customers who are tech-savvy and seek convenience and creativity in their banking services.
Role
Graphic Designer and
UI Designer
Task
Branding and Illustrations
Duration
3 weeks
With a unique position in a multicultural country like the UAE, with a significant number of foreign clients, Liv necessitated a branding approach that resonated with a diverse audience while maintaining a strong and consistent identity.
To create a compelling brand for Liv, it was essential to grasp the cultural and demographic landscape of the UAE. Leveraging existing data from market research reports and industry studies, I gained insights into the preferences, values, and expectations of young residents and expatriates.
This data revealed key themes such as inclusivity, technological innovation, simplicity, and a desire for personalized experiences. By analyzing this information, I identified the primary needs and aspirations of our target audience, allowing us to shape a branding strategy that resonated with a diverse, multicultural user base.
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When designing illustrations for Liv., I paid meticulous attention to colors and the diversity of the characters to ensure they resonated with our multicultural audience.
The color palette was vibrant and energetic, reflecting the bank's youthful and playful personality. Characters in the illustrations were intentionally diverse, representing different ethnicities and backgrounds to mirror the inclusivity of the UAE.
A fun and unique element was the addition of a cat, which became a main character in our illustrations. This cat added a whimsical touch, appearing in various scenarios to engage users and create a memorable, light-hearted brand experience.
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Conclusion​
The branding project for Liv. successfully created a strong and consistent identity that resonates with the young, multicultural audience in the UAE. By understanding the unique cultural context and needs of our target audience, we developed a brand that is inclusive, innovative, and playful. This project demonstrated the importance of a thorough, research-driven approach in creating a brand that not only attracts but also retains a diverse customer base. Through careful planning, testing, and implementation, Liv. now stands out as a fun and approachable bank that appeals to the younger generation.
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