Zura
The project's objective was to develop a digital banking brand tailored to a youthful audience, and I had a 12-week timeframe to accomplish this task. The result was Zura, a youth-focused banking application designed to inspire and support young individuals in their money-saving endeavours.
My research journey commenced with a survey that aimed to gain insights into the banking preferences of young individuals. This survey delved into the banks they are primarily associated with and their specific likes and dislikes about these institutions. Additionally, I sought suggestions on potential improvements. To augment this, I also undertook a rigorous competitor analysis to evaluate the strengths and weaknesses of other players in the banking industry. This multifaceted research approach allowed me to form a well-rounded understanding of the landscape and trends within the banking sector, particularly concerning the youth demographic.
Research
Defining core values guided the brand's creation. These values were determined through brainstorming, focusing on integrity, confidentiality, loyalty, respect, and accountability. Integrity leads with a commitment to honesty and transparency, followed by safeguarding sensitive information and customer data, demonstrating loyalty to promises and stakeholders. Respect promotes inclusivity, and accountability ensures responsibility for actions. These values built a robust ethical foundation, fostering trust and a positive reputation.
Values and Purpose
Process
Selecting a fitting name involved brainstorming, emphasising loyalty and integrity. "Zura," inspired by the Turkish word for "giraffe," was chosen for its representation of integrity, authenticity, and standing tall without pretence.
Choosing the right typeface played a pivotal role in shaping the brand's visual identity. Silka, discovered after considering various factors, harmonised perfectly with the brand's essence.
Creating the word mark with a capital "A" formed an upward arrow, symbolising financial growth supported by the brand. The logo mark blended the logotype with this arrow, signifying financial growth and unwavering customer support.
The chosen colour palette was meticulously designed to resonate with the brand's values and mission. It included dark green for trust, lime for a modern touch, hookers green for stability and growth, mint cream for freshness, and a bright neon green for bursts of energy.
Various touch-points, including a colourful bank card design aimed at a younger audience, extended the brand's reach, differentiating and personalising it..
UI and Brand Application
The brand was skilfully applied to a banking app interface, featuring savings-themed transactions and a "spend less" scheme, emphasising financial growth.
Landing Page
Designing an effective landing page involved a well-structured layout with a captivating headline, illustrative icons, app screenshots, and value placement for information prioritisation, all contributing to clarity.
Brand Guidlines
Comprehensive brand guidelines ensured consistent and effective brand communication by covering logo usage, typography, colour palettes, imagery, applications, and tone of voice.
Reflection
Overall, I found the branding process enjoyable. If I were to approach a similar project in the future, I would invest more time in adding additional features and crafting a more unique UI. Unfortunately, time constraints limited the extent to which I could expand on these aspects.
Want to read more?
Check out my Notion blog for a full breakdown of this project