The global in-house design team fuelling digital transformation at the Investment Bank was in need of a stronger identity in the highly regulated financial space where design is up-and-coming. They wanted to establish their presence for promoting bank-wide DesignOps expansion, by building visibility and trust with their target audiences – internal stakeholders and external potential design hires.
To address these goals and bridge the current challenges that come with being in an industry where design is a work in progress, a strong brand strategy was defined from scratch, after thorough research which consisted of interviews, surveys, and conversations with the team to understand them better, competitor analysis of DesignOps strategies at other banks currently reaping the benefit of design integration in their organizations, and benchmark case studies of how in-house design teams at design-led companies present themselves online. This brand strategy served as the foundation for the end deliverables – a complete visual identity system, brand re-naming exercise, responsive web design, and motion assets. Through this graduation project, the student learned how to develop a digital communication strategy for a project of international scale, and expand an extensive brand identity system to the nuances of user interfaces and web design.