ING Direct

The Challenge

Let’s be honest: banking isn’t exactly the most exciting topic for most people. It’s often full of technical jargon and concepts that feel hard to grasp. The real challenge here was to flip that narrative: taking subjects that are usually “a drag” (like understanding a payroll or security protocols) and turning them into something people actually want to engage with on their phones.

The goal was to democratize financial education through digital channels. It wasn’t just about making data look pretty; it was about designing assets that were genuinely useful and easy to understand for everyone, regardless of their financial knowledge.

The strategy

To get people to stop and look at a financial infographic while scrolling through their feed, we had to really nail the visual tone. We couldn’t afford to look like a traditional, stiff, or distant bank.

The key was using a clean design with very clear iconography and an information hierarchy that allowed you to grasp the most important points at a single glance. We used color and composition to guide the user through the data, turning boring documents into visual assets that people actually wanted to share. In the end, design acted as a “translator” between the bank’s technical jargon and people’s everyday language.