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OCBC Visual Design Stream

2024 / Product Foundations

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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.

I worked together with OCBC CX Designers in devising and implementing the entirety of the new visual design guidelines

The impetus:

/ Fragmentation of product visual experience across a large number of platforms
/ Dated age of the current design language implementation
/ Major shift in leadership of the company led to a sequential change of product identity and visuals

1. Empty states

/ Old styling looked extremely negative and stock asset-like
/ Leadership requested for something more lively but still clearly a sub-state different from the standard branding (Instructions: absolutely no greyscale color-way allowed)

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What guided us

/ 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

/ Doesn’t create a jarring experience

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2. Pictogram

/ Needed stronger logic in differentiation of icon vs pictogram
/ Needed an updated styling that is easier to scale across sizes and platforms

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