Branding a “Bank That Doesn’t Look Like a Bank”

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

Situation

• Task: Build Japan’s first digital-only bank brand targeting Millennials & Gen Z.

• Core paradox: break “bank-like” stiffness while maintaining trust.

Challenge

• Gen Z sees banks as “complicated, boring, intimidating.”

• Market saturated with colorful fintech brands; risk of blending in.

• Internal resistance: black & white deemed “too risky, too simple.”

Action

• Created 4 design principles: Straight (trust), Minimal (clarity), Contrast (impact), Playful (warmth).

• Used strong Roman numeral “III” + hand-drawn illustrations to balance rigidity and friendliness.

• Adopted black & white with accent yellow for radical differentiation (vs. 85% of fintech being colorful).

• Simplified UI: thumb-only operation, clear hierarchy for frictionless UX.

• Validated through user testing: “No color, yet most reassuring.”

Result

• Within 6 months: 80% brand recognition among Gen Z nationwide.

• UGC on social media reached 5× the level of traditional banks.

Insight / Learning

• Art Director’s role = transform abstract philosophy into scalable, concrete rules.

• True value lies in solving deep consumer bias with strategic visuals—turning constraints (B/W, minimalism) into brand power.

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