Building a high-paced environment where money keeps moving requires dynamic visual elements. Intentionally, the typography takes the leading role that ties together the movement. This decision leads to the creation of a playful custom-type Dynamix. Dynamix is a typeface in three styles: Stencil, Lines, and Underlines. The more styles used, the more dynamic a composition gets.
The Cuan Cat
The journey to financial fitness is only complete with an energetic companion. Enters Cuan Cat, the coach mascot who keeps trainees hustling. One can think of Cuan Cat as the musclier sibling of the Lucky Cat who doesn't dwell on luck but on consistent effort.
This energy fuses into FFG's graphic system to keep the pace going. Numerics and signs one would see on a financial statement evolve into field lines. Embracing Nyala by OCBC NISP's red, the overall feel changes visiting the bank into feeling like a day at the gym.
This rhythm continues with naming the gym rooms and functions that reflect this high intensity. The naming system of the rooms also stems from the grit and rush of gym activities.
FFG's graphic system is applied throughout the gym to build an immersive training experience. Different touchpoints guide customers through their financial fitness journey. Financial assistants' uniforms become coaching tracksuits. Teaching auditorium becomes a training hall. Banking collaterals turn into training equipment and collectibles. Hereafter, the banking experience re-imagination runs boundless.
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