# Kidz Banking

Creative direction, product design, AI, leadership and digital thinking by Craig Jamieson.

## Shaping a Clear Vision for a Next Generation Kids Banking Platform

Giving children a first relationship with money that felt playful, relevant and easy to understand.

- **Client:** Standard Bank
- **Location:** South Africa
- **Industry:** Financial Services
- **Company:** Standard Bank
- **Title:** Creative Director
- **Years:** 2015 to 2016
- **Responsibilities:** Creative Direction

![](https://craigjamieson.com/img/kidz-banking-logo.webp)

## Role

As Creative Director, I defined the proposition, creative direction and overall experience. I also brought the specialist partners together around a shared understanding of what Kidz Banking should feel like from a child’s perspective.

## Challenge

Children needed a first experience of money that felt natural rather than instructional. At the same time, several specialist partners were building different parts of the product without a shared framework connecting their work.

## Solution

I created a world built around exploration, simple challenges and warm guidance, allowing learning to happen through interaction rather than forced lessons. I defined the journey, the emotions each moment should create and how every feature and partner contribution fitted into the wider experience.

## Impact

The shared direction gave the teams the clarity to move forward without fragmenting the experience. Each workstream could progress independently while continuing to support the same proposition, journey and emotional intent.

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