Nykredit
Role
Lead Digital Designer
Digital Branding
Global Website
Year
2018
My team and I were tasked with refreshing the brand of an iconic Danish bank. I led and developed the digital aspect of the brand refresh, developing and designing the new brand attributes and how they should be experienced on digital platforms.
RedDot Design Award Winner
Corporate Design, Brand Experience Design
Nykredit brand video
Process
The project initially set out to redesign the website, but together with Nykredit we soon agreed that its brand assets were made for the age of print, and didn’t translate well into digital. And so we formed a mixed team of brand designers, illustrators and digital designers, and built ourselves a war room within Nykredit’s offices. We worked simultaneously on the brand and website, allowing us to test concepts out in real time across different applications – app, web, print and motion.
As a leading Digital Designer on the Nykredit Brand Refresh project, I explored how a modern Danish bank could digitally appear and function in the traditional financial marketplace. The new visual design and the application of the refreshed brand, which I led and architected, was an unseen and novel approach to how a bank could be experienced visually and digitally in the modern age.
Conecept websites branding
Solution
Together we have simplified, sharpened and systemized Nykredit’s brand DNA. Built on a system of squares, the brand guidelines are easily adaptable to different on- and offline applications.
With a new color palette, photo style and illustrations, the brand assets differentiate the bank and inject some life into its communication across branches, social media, mobile banking apps and the new website. I also developed a comprehensive Visual Design System and Design Guide, which was used to create a consistent brand identity across Nykredit's multi-touchpoint customer-facing digital services and products. This enabled Nykredit to differentiate itself from its competitors and create a distinct digital brand identity that had not yet been seen in the Danish financial marketplace.
Illustration style and artwork
‘There used to be a hesitation around brand projects in the organization. But since the rollout, people can definitely see the value in our refreshed brand – it’s modernized the organization and the way we communicate.’
Morten Møller Madsen
Executive Vice President, Digital and Marketing
