Communication

Welcome Bank Walking Visual Identity Design

Extra Form

Country	Korea
Year	2024
Award	GRAND PRIZE
Affiliation	Welcome Savings Bank
Designer	Kiwon Choi, Jaesuck Kim
English	‘Welcome Bank Walking’ in-app service is a walking step counting brand introduced as part of ESG management under the design concept of ‘Easy & Joyful’ to enhance user experience of digital financial services. Customers usually find financial service apps boring or difficult to use, so we designed the walking service like a game. This is the first case in Korea’s financial industry to use gamification technology for a walking app service. Users can immerse themselves in walking while enjoying game-like service. They can select from 7 different characters and acquire digital badges according to the number of steps they take.
Native	웰컴저축은행 앱은 대한민국의 대표적인 디지털 금융 서비스 앱 입니다. 웰컴뱅크 워킹 서비스는 웰컴저축은행 앱의 이용자들이 디지털 금융 서비스를 더 쉽고 즐겁게 경험할 수 있도록 ESG 경영의 일환으로 도입한 앱 내의 걸음 수 측정 브랜드 입니다. 디자인 컨셉 (Easy & Joyful)에 따라 친근하고 편안함을 느낄 수 있도록 디자인하여 다양한 사용자들을 만족시킵니다. 금융 서비스 앱은 지루하고 어렵게 느껴질 수 있기 때문에 걷기 서비스를 게임과 같이 디자인 했습니다. 이는 국내 금융 업계에서 Gamification을 활용한 걷기 서비스의 첫번째 사례인 것입니다. 사용자들은 게임을 하는 듯한 재미를 경험하며, 걷기에 몰입할 수 있습니다. 사용자들은 7가지 캐릭터를 선택하고, 걸음 수에 따라 디지털 배지를 획득할 수 있습니다. 캐릭터와 디지털 배지를 적용한 이후 사용자들은 자동차를 이용하는 대신 걷는 습관을 만들었고, 동시에 앱 내의 다양한 금융 상품들에 더 자주 접근하게 되었습니다.
Website	https://www.welcomebank.co.kr/
Positive Comments
Judging Comments	The Welcome Bank Walking Visual Identity Design by CEM Design Team is awarded the 'Grand Prize' at Asia Design Prize 2024 for its pioneering integration of gamification into the digital banking experience, making a significant leap in user engagement within the financial sector. This design's success lies in its creative approach to simplifying and enlivening financial services, transforming them from mundane tasks into a captivating, interactive journey with personalized characters and rewards. It sets a benchmark in the industry by demonstrating how digital innovation can lead to more inclusive and enjoyable financial interactions, thereby aligning perfectly with the evolving expectations of modern consumers.

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