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
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)
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
2. Pictogram
/ Needed stronger logic in differentiation of icon vs pictogram
/ Needed 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
