Context
Mobile banking was still new in 2016, and trust was low. Many people still preferred going to a branch, even for simple banking tasks.
Role
Art Director, as part of the creative team.
Actions
The client wanted to lead with features, but we pushed back — people already knew mobile banking existed; the problem was that it felt like a gimmick rather than a real service. The gap was trust, not awareness. We also had two services to cover, so the solution needed a consistent visual language across both. Using the signal bar and WiFi icon as the physical space — with a teller and customer placed inside — turned a digital symbol into a branch. The phone icon became the building.
Deliverables
- Campaign Concept
- Art Direction
- Print Ads
Outcome
The campaign picked up attention on Ads of the World and Behance. For viewers, mobile banking felt closer to a branch visit than a gimmick feature, and the client was happy with how it performed.
