Communication

SHIN KONG Bank Light Evolution

Extra Form
Country	Chinese Taipei
Year	2023
Award	WINNER
Affiliation	TAIWAN SHIN KONG COMMERCIAL BANK Co., Ltd.
Designer	Customer Experience Design Team
English	As technology evolves, consumer financial behavior is gradually shifting from using cash to digital payments. Money flow has transformed into intangible data, traveling through our everyday lives. Shin Kong Bank ("Shin Kong" refers to "New Light" in Chinese) introduces "Light Evolution" which represents our value proposition of light is everywhere. Our goal is to reshape our existing brand which exists for over 60 years, bringing the concept of "Light Up Your Life" through an omni-channel experience across digital websites, visual identity system, branches, etc. We believe our customers' wealth will grow like plants through photosynthesis.
Native	嶄新金融美學，以『新・光合作用』為題，比喻新光銀行協助顧客如同植物行光合作用一樣，不斷汰換舊有思維，創新追求成長。隨著數位技術演變，消費者金融行為從實體鈔票逐漸轉為數位金融，金流如同無形的數據穿梭在人們的生活之中，「新光」銀行提出的「新光合作用」，緊扣光無所不在、心與你同在的價值主張，企圖重塑一家六十年金融品牌，以全渠道的角度將光的概念帶入數位App、網站、文宣周邊到實體分行，藉由各式材質營造出光影清透的視覺效果，營造出簡約輕盈的全新企業品牌形象，突破過往金融業冰冷、生硬的刻板印象。期待藉由新光銀行，使顧客的財富如同植物行光合作用一樣，吸收光能轉化為動能，汰換過去陳舊的理財觀念，迎接嶄新數位金融未來。
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