Humanizing Banking

Banks depend on familiarity. When it comes to money, recognition matters. But that can also make digital experiences feel rigid, especially when every touchpoint is expected to look and behave the same way.

The website and app were designed around different roles. The website needed to help people understand products, compare services and navigate a complex offering. The app was used more often, for quicker, more personal interactions.

For the website, we retained the bank’s existing visual equity but simplified the experience around what people came there to do. Clearer hierarchy, fewer competing actions and a more focused structure made a large offering easier to navigate.

The app had more room to be expressive. Instead of treating every service as its own visual world, we brought them together through a tighter colour system, a shared illustration language and more consistent iconography. Each product could still feel distinct, but it now belonged to the same experience.

Personalisation became part of that system too. Themes were built as complete visual worlds, changing colours, illustrations and account cards together rather than simply reskinning the interface.