PNC BANK / Illustration & Art Direction
The best way to learn more about financial wellness is to understand the strategies behind the bank that do it best. From the visuals to the brand voice, this project was driven to find PNC’s place, tribe and style though a new visual language based on illustrated video stories of common situations. PNC’s mission is to ‘improve the health of the banking’ for its customers.
There are few brands who have committed to using illustration throughout every aspect of their marketing. With this illustration guideline the idea is building in brand memorability through a unique, whimsical illustration style. Illustrations can communicate complex or abstract concepts creatively, making it perfect for explaining the topic of financial wellness.
This project created a friendly, accessible and relatable look and feel for a bank, from font choices, to illustration style and colour palette, every element oozes happiness. From a straightforward script, this storytelling style is build up to say more with less. These illustrations feature clear calls to action and simple, making it easy for people to learn, digest and understand what new banking is.
