RBL COMMUNICATION DESIGN
A persona-centric approach to customer engagement
Introduction
RBL Bank is one of India’s leading private sector banks. With an objective to enhance the reach of its Credit Card portfolio, it was crucial to take an omni-channel, persona-focused approach.
The bank trusted our team with the responsibility of crafting comprehensive communication collaterals suitable for a multitude of platforms.
INDUSTRY
BFSI
PLATFORM
Print
SERVICES
Credit Card Design
Re-designing Challenges
Challenge 1
Proper targeting and segmentation of diverse user segments to position relevant products.
Challenge 2
Streamlining multiple channels of communication to convey a wide variety of features for 30+ credit cards.
Challenge 3
Establish a clear visual hierarchy that directs users’ attention to value proposition.
Persona-based communication
Targetted and personalised communication was crafted for a diverse audience. We used sophisticated imagery and regal hues for the Affluent Persona, bold 3D designs in premium tones for the Mass Affluent Persona, approachable 2D illustrations in refreshing colors for the Mass segment, and playful visuals in vibrant hues for the Millennials. Hence, building personalized connections with each customer segment.
How can we craft unique credit card identities that appeal to specific user groups ?
OUTCOMES
Sophistication at its prime
For the affluent user group, our design approach centered on high-quality, premium illustrations, which added a sense of sophistication and professionalism to the overall aesthetic. By incorporating subtle gradients, we imbued depth and dimension, further enhancing the premium feel. Throughout the design process, we maintained a focus on simplicity and elegance, ensuring a powerful impact avoiding any visual clutter.
OUTCOMES
Enticing users with playful visuals
To cater to the preferences of millennial user base, we crafted a more visually compelling & dynamic aesthetic. A pop art style was chosen to convey a sense of youthful energy, while the use of bold colors, graphic patterns, and experimental typography served to create a dynamic and engaging design. We also incorporated relevant pop culture elements to add an extra layer of appeal. All this was done while ensuring that the essential information was not compromised by an overwhelming design.
A design strategy that delivers
We adeptly addressed the needs of the diverse user segments by harmonizing vibrant visuals for millennials and refined aesthetics for the premium clientele. This well-thought approach not only bolstered RBL Bank’s brand image but also fostered heightened customer engagement and enduring loyalty.
Testimonials
The team was able to breakdown a large scale communication system into granular touchpoints and create a segment-wise approach to cover all channels of communications.
UTKARSH SAXENA
Senior Vice President, RBL Bank Limited
