As South Africa's banking giant, Absa faced a pivotal moment in 2017. Despite having 9,000 ATMs and powerful digital solutions, customers queued in branches – especially at month-end. Our challenge was twofold: transform banking habits for millions of diverse customers from different backgrounds and with varying levels of comfort with technology and make mundane banking information compelling enough to change behaviour.
The solution? Crystal-clear simplicity. By using striking illustrations and straightforward messages, we showed customers a better way to bank. The result? A 25% reduction in branches while improving customer convenience – making banking work better for everyone.
To reinforce this behaviour change, we developed accessible educational materials: a convenient pocket z-fold guide and brochure featuring simple, benefit-focused infographics. These step-by-step guides served a dual purpose: empowering customers with self-service knowledge while giving Absa staff tools to guide them through their digital banking journey.
CLIENT: Absa Bank
AGENCY: FCB South Africa
ROLE: Concept, Concept Development, Art Direction, Graphic Design
