Scotiabank Brand Redesign
Financial Institutions have been held back by outdated brand designs, often due to a lack of incentive to prioritize an elevated user experience. These institutions are so ingrained in everyday life that investing in aesthetic redevelopment can seem less justifiable from a business standpoint. Through this project, I set out to envision a fresh brand design for the consumer-facing products of one of Canada’s leading financial institutions, Scotiabank. The goal was to deliver an improved user experience, enhance brand recognition, and foster a sense of loyalty among both current and prospective customers in an increasingly saturated industry.
Role: Visual Design and User Experience
Timeline: 3 Weeks (October 2023)
Tools Used: Sketch + Illustrator
The Problem Space
As online banks proliferate and companies such as Apple, Tim Hortons, and Rogers venture into the financial sector, the traditional top four institutions face the risk of losing customers to corporations offering enhanced user experiences and contemporary visual designs.
My Solution
A brand redesign for the Scotiabank customer-facing products, allowing the adoption of a new visual design that would stand out, and contribute to a positive in user experiences.
A new Scotiabank. You are richer than you think.
Large distinct font paired with a minimal design, allowing the card to feel like a membership to an elevated banking experiences, while allowing it to fade in the background and become a part of your day to day.
The Scotiabank Debit Card
The Scene Visa Card
The Gold Amex Card
The Passport Visa Infinite Card
These cards seamlessly integrate Scotiabank's bold Red, Black, and White colour palette, featuring a streamlined design that emphasizes the logo as the primary visual element. Straying from conventional clutter, they prioritize the main brand identity by eliminating unnecessary elements. The front displays only the essential Visa and Scene+ branding, while details such as the Name, Card Number, Security Number, Expiry Date, and Interac logos are relocated to the back. This strategic placement enhances security by reducing the risk of information theft.
The Monthly Statement
The monthly statement undergoes a complete redesign, featuring vibrant pops of colour and a clear hierarchy of information through improved typography.
The balance due now takes centre stage, prominently displayed in a large font for quick access to crucial details such as the amount due, due date, and statement period, eliminating the need to search through small text. Additionally, the statement provides a comprehensive breakdown of spending, minimum balance due, account number, and credit limit.
On the left side, a summary of Scene+ points informs users of their current points balance. Furthermore, the statement includes details of interest rates to aid in financial planning and decision-making.
Introducing the SmartPay Wheel, which presents various payment options, such as minimum amount, 25%, 50%, and 75% of the current balance, alongside the corresponding interest calculations. This feature simplifies calculations and enhances transparency between the institution and the customer, encouraging informed financial decisions.
The Welcome Package
The Envelope
The Welcome Document
The ScotiaCard
The Banking Manager
The Sticker
The refreshed brand identity now extends to the onboarding package, encompassing the envelope, welcome document, business cards, and even including a branded sticker within the package. This thoughtful addition enables customers to further connect with the brand on a personal level. As the initial physical product received from Scotiabank, it holds significant importance in establishing the brand's new image right from the start.
The Digital Space
The modern, minimal design also seamlessly transforms to digital spaces, such as your phone wallets, allowing for a consistent brand identity across mediums and elevates the user experience.
The Conclusion
This project emerged from a desire to inject a touch of excitement into banking while prioritizing genuine enhancements in user experience, ensuring customers face no hurdles when managing their finances. I firmly believe that necessities should be inherently user-friendly. Thus, I endeavoured to imbue a modern design ethos into banking solutions.
This design does not have to be limited to Scotiabank and can be adapted to other Canadian financial intitutions. Examples below.
The Process
Get an in-depth view on my research and how I landed on the final designs.