Project Description
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Client ICICI MINE Branch
Project Nationwide Retail Identity
Award IBDA India’s Best Design Award 2021 | Retail for ICICI Bank Millennial/Digital Bank
Banking at Your Fingertips
Banking at Your Fingertips
Challenge
ICICI Bank, a progressive client in the banking sector is constantly innovating to enhance their customer experience in a rapidly evolving digital retail environment. Their challenge for us was to create a sustainable engagement with millennial customers, which is differentiated and responds to their unique needs.
Interpretation
After a thorough immersion and understanding of the banks products directed towards this segment, we conducted a deep-dive into millennial’s lifestyles, their needs and desires, and the reasons they would wish to engage with the bank. What transpired was a journey into a bank which was more a café, less a bank.
Solution
Our solution seeks to connect emotively with an audience that is full of ideals, wonder, curiosity and even confusion. A target segment that enjoys both physical and digital experiences that allow them to discover and express themselves. The central concept is the potential of every young adult to be a star in their own right, to be guided by the spark that ignites their superpowers. This star is shaped into a centrepiece around which the young audience can hangout, socialise and share ideas. The graphic style speaks directly to the audience. With the convenience of embedded screens, a performance stage and a coffee dispensing machine, a sense of casual comfort is communicated which allows the customer to make decisions in a stress free and vibrant environment. ICICI Bank delivered on their promise of a stress-free banking experience for millennials, by customising a host of flexible products including a zero-balance savings account and easy insurance coverage for the experience-seeking millennial customer.
