OCBC Visual Design Stream
2024 / Product Assets
/ Background
OCBC is one of Singapore’s largest banks, and one of our agency’s long time partner.
In 2024, OCBC initiated a global refresh of their design guidelines and language, dubbed DLS 2.0. As part of the refresh, the app visual assets required a new direction and a corresponding guideline.
/ My Role
I worked together with OCBC CX Designers in devising and implementing the entirety of the new visual design guidelines, as well as creating multiple visual assets.
The impetus:
There was fragmentation of product visual experience across a large number of platforms, as well as a dated age of the current design language implementation. A major shift in leadership of the company led to a sequential change of product identity and visuals
1. Empty states
The old styling looked extremely negative and stock asset-like, hence the leadership requested for something more lively but still clearly a sub-state different from the standard branding (Instructions: absolutely no greyscale color-way allowed)
What guided us
We wanted to set up something that is simple to apply, works for both background states, doesn’t require a pictogram to be designed with an empty state in mind, doesn’t increase complexity of design from the original, and doesn’t create a jarring experience.
2. Pictogram
We realised we needed stronger logic in differentiation of icon vs pictogram, together with an updated styling that is easier to scale across sizes and platforms.
3. Animation
Embracing the modern design landscape, I introduced and popularized the use of motion graphics and animations throughout the app to improve visual flair and reinforce brand identity, as well as improving the usage experience for users
