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Banco Bradesco: Next Bank

basics
Industry: Financial & Legal services
Media:Design & Branding
Market:Brazil
Style: Minimalism
descriptioncnen
Synopsis
Banking is the only category of services that touches and influences a consumer’s entire life. In Brazil, digital natives—a high-potential group that accounts for 30% of the economically active population—see banking as a necessary evil and a reactive service. In fact, 71% of millennials would rather go to a dentist than to a bank. Bradesco—one of the largest banks in Brazil, with more than 75 million customers—wanted to increase its penetration into this market and was willing to embrace an entirely new proposition, an innovative business model, and a reimagined branding and design process.
Outcome
The ‘next’ platform is a great success. Acquisition: 1.3mm downloads; 94% within target (high-income millennials); 75% new to Bradesco; 557,000 are in the approval phase (increasing conversion at a fast pace); 129,000 active clients (growing 40% per month). Engagement: 1.7mm transactions in March 2018 (growing 70% per month—75% faster than customer base); 20 monthly transactions per customer (doubled in Q1 2018); only 2% of inactivity (market average is 24%); 30% of active customers invested through “objectives” (99% growth in Q1 2018); 34% of the credit offered is being used (above market average); 45% of customers are already recurrent users of 63 partners’ exclusive offers (including offers from Uber, Apple, iFood, Airbnb, Cinemark, and Xbox). Bradesco customers who also create a ‘next’ account become 30% more profitable on our platform.
Execution
‘next’ is a new banking experience designed from the ground up for the digital age. Available for iOS and Android, ‘next’ offers products, services, smart budgeting tools, customized graphics, and personalized experiences targeted to young customers under the “Make It Happen” concept. During the 2-year building phase, we put design at the core of every decision. Because the brand would live primarily behind an interface, we designed an identity that can be touched and experienced, that is responsive and functional. The brand is the interface: the logo itself becomes a simple and instant visualization of the customer’s financial health. We then expanded this identity to create a natural, fun, energetic, and intuitive design system that feels rare in the banking industry. Every user journey happens through the integration of design, technology, and data intelligence. The distinctive brand language, so embedded into the experience, feels familiar after just a few interactions.
CampaignDescription
While consumers migrate to mobile-only experiences in everything they do, the banking industry has lagged behind. The opportunity was to create an entirely new mobile-only bank that empowers millennials and seamlessly integrates into their lifestyles. We did this by reimagining the banking experience for the digital age, putting design at the core of every decision, and using the newest technology to enable a proactive relationship and innovative features that have never been delivered by any competitor. Designed around the “Make It Happen” brand idea, ‘next’ offers a banking experience that helps customers do more with their money and achieve more in their lives. It’s a full banking service that’s customer centric, combining data, design, and technology to inform better individual financial decisions.
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awards
Cannes Lions International Festival of Creativity 2018
Silver Design
UX, UI & Journey Design
Cannes Lions International Festival of Creativity 2018
Bronze Design
Creation of a New Brand Identity
Cannes Lions International Festival of Creativity 2018
Shortlist Digital Craft
Form > UI
D&AD 2018
Yellow Pencil Graphic Design
Digital & Mobile
The One Show 2018
Gold Pencil UI / UX
Mobile / Utility
The One Show 2018
Gold Pencil UI / UX
Craft / Interface Design
The One Show 2018
Bronze Pencil UI / UX
Mobile / User Experience
The One Show 2018
Merit Intellectual Property
Digital Product
The One Show 2018
Merit UI / UX
Craft / Dynamic Data Visualization
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