Challenge

The challenge was to introduce new financial services across Japan, Korea, and the Philippines. This required conducting research and translating the findings into a comprehensive visual communication approach that addressed different cultural attitudes, behaviors, and sensitivities around money.

Reaction

I directed and designed a visual approach based on a clear insight: people respond more positively to the emotional outcomes of money rather than to financial messaging itself. Instead of focusing on technical or transactional aspects, I built the communication around cultural, personal, and emotional benefits of saving and transferring money—moving away from cold, intimidating financial language toward something more relatable and human.

Expertise

Creative Direction

Design

Research