Brand Foundation & Visual Identity for Minna Bank

Role: Sr. Art Director & Visual Brand Strategist | Collaboration: Accenture

Situation

• Contributed to establishing Minna Bank's foundational brand identity during its launch phase

• Tasked with creating a distinctive visual language that would differentiate the digital-first banking experience

Challenge  

• Developing a cohesive visual identity system that communicates innovation while maintaining trust

• Creating illustration style guidelines that reflect the brand's values of connectivity and accessibility

• Designing a visual system adaptable across digital platforms and physical merchandise

Action & Solution

• Defined core brand communication principles: Straight, Minimal, Contrast, and Playful

• Art directed distinctive black and white illustration style creating a unique brand signature

• Established comprehensive typography system integrating both Latin and Japanese characters

• Created visual storytelling elements showing the evolution from individual ("I") to community ("III")

• Designed adaptable visual assets for digital platforms, mobile app interface, and physical touchpoints

Result

• Successfully established a distinctive visual identity that resonates with digital-native target audience

• Created scalable design system enabling consistent brand experience across all touchpoints

• Developed visual guidelines that supported Minna Bank's positioning as an innovative financial institution

• Delivered comprehensive brand assets including typography, illustrations, app UI elements, and merchandise designs

• Established illustration style that became a key differentiator in the financial services market

AD: Doh Kim (Design Group, Minna Bank) | Collaboration: Accenture