Oriental Bank (OFG Bancorp)
Energizing the challenger spirit
Campaign Development
Graphic Design
Activations
Campaign Development Graphic Design Activations
Your future, powered by Oriental A banking partner that matches your energy.
Your future, powered by Oriental
A banking partner that matches your energy.
CHALLENGE
Approaching a brand refresh, Oriental needs to voice their updated platform to their audience. Embodying the challenger spirit, Oriental sets itself apart from it’s competitors. How do we redefine what it means to be a “challenger” bank?
APPROACH
Taking advantage of a transitional phase, the “Powered by Oriental” campaign centers the customer. This campaign promotes individualism, not the prescriptive treatment that comes from big banks. Oriental challenges industry standards in practice and presentation.
INPUT
Campaign Concepting
Graphic Design
Art Direction
Campaign Activations
OUTPUT
A campaign that challenges the industry by decentralizing the banking entity and championing individuality, accompanied with physical, digital and OOH activations.
DEFINE
Identify what core truth lies at the the heart of the campaign messaging. In this case: use Oriental to power your vision for the future.
DEVELOP
Lean on the defined insight to explore different conceptual approaches. Here, I explored dialing between drama and playfulness and the implications of each.
DESIGN
Ideate, iterate and test! The images on the right show some of the progression of visual development leading to the final direction.
SPECIAL RELEASE CARDS
Limited-edition cards that utilize campaign graphics and messaging. Activated the user as a central carrier of our messaging.
INSTAGRAM FILTER
An Instagram filter that allows users to see themselves in a world fueled by Oriental, with the message “This is what my progress looks like.”
FESTIVAL POP-UP
An opportunity for festival-goers to visualize their world at an Oriental booth and learn from a representative about how the bank can assist them.
“BANKING PERSONA” QUIZ
An interactive quiz that analyzes the user’s goals and habits to identify what character archetype they fit best. The end screen reveals their result, and directs to the bank website where they’ll learn more about how Oriental can help power their world.
