How do you tackle complex financial topics in a way that’s simple, accessible and human?
National Bank of Canada was struggling with a perception problem. Like many others in the category, the bank was seen as yet another cold and corporate entity. And with many Canadians suffering from financial illiteracy, the use of financial jargon in brand communications didn’t help.
A visual platform with two key elements
The brand’s primary colours – blue and red – were used as a starting point to create an easily identifiable palette that integrates naturally into illustrations that help demonstrate the bank’s often very complex topics, thus creating a number of vignettes that everyone can identify with.
Using the logo to its fullest potential
The subtle integration of the logo into these illustrations became a fun and essential element of the visual identity.
A design system that’s simple, efficient and flexible
Considering digital and traditional media, from mobile to billboards, we created a flexible design system that could cut through the clutter while communicating intricate banking terms in a simple and captivating way.