The banking industry is changing. More accurately, people’s expectations of what a bank should be are changing. Customers expect more and more from their banks and it is becoming crucial to meet their needs and become proactive. The brief was to bring out Nordea’s core values, reflect on customer needs and help create an adaptive design built on the duality between engagement and expertise.
Nordea is the third largest bank in Europe with more than 11 million customers whom all have very diverse needs and individual expectations of what a bank is. Some still see it as the physical structure you go for in-person assistance and advice, regarding transactions and investments, while others only see their bank as an app icon on their phone. The identity therefore needed to be flexible and adaptive enough to fit into both a digital and physical world.
A bank is the heart of society. Without it everything stops functioning and - is the pulse creating the flow that makes everything go around. This thought us to the idea of creating a "bank with a pulse". An identity that focuses on the user experience by building consistent and strong expressions across all channels. Creating a bank that felt alive and that existed for both current and new customers – a bank for a modern society.
The new identity brought together all expressions of Nordea and unified the customer experience in all channels, creating a clear omni-channel. Nordea became a bank fit for a modern society.