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
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.