Branding · Campaign · Packaging
Sector
Banking, finance
Services
Brand strategy, identity, campaign, card and packaging
Role
Creative and art direction
About the project
A banking rebrand for millennials that looks nothing like a bank: bold type, real lives, and messaging that turns money from an obligation into an opportunity.
The challenge
Banks feel corporate and impersonal.
Young customers want a bank that understands their lifestyle and their financial reality. To win their trust, Gold Leaf Bank needed to look nothing like a traditional bank.
The outcome
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