LUCKYONE BANKING ::
Brand Relaunch ::
JOIN
THE
LUCKY
ONES
:: Role ::
Creative Strategy
In direct contact with the CEO; Head of Marcom; Head of Product Design.
Creative Direction
Brand identity design direction; motion graphics direction; creative team recruitment; voice-over direction.
Content Strategy
Instagram content plan addressing key focal points, namely Product, Shopping Category, User Behavior.
Digital banking is catching on in MENA. LuckyOne needs to standout.
Lucky One debit card, with the promise of “Buy Now, Pay Later”, has just been released amidst a fintech rush to saturate the Egyptian market. We need clear differentiation.
:: The Challenge ::
Strategic: Identify which of our potential consumers is our key target audience, and how to communicate with them.
Creative: Come up with a relatable philosophy, look, feel, voice for the Lucky One brand, and all the content that delivers on that.
Limitations: LuckyOne logo needn’t deviate much from the parent Lucky logo. Also, the physical debit card product — with its dark blue color — has already issued and cannot be altered.
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Once the brand essence was articulated, we could easily define LuckyOne’s look & feel.
As part of my creative strategy, I embarked on an exercise of what LuckyOne is and what it is not. That helped a great deal in understanding what mold it needed to occupy in order to manifest as a youthful, optimistic, enabler brand.
A young design agency was commissioned to articulate my vision as creative director, and after weeks of laboring together, the brand was born.
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The brand identity needed more than geometry, so illustrations were given life in our video.
Inspired by the modern illustrative works of Dato Msakhuradze and Petra Eriksson, I felt it was important to develop an illustrative style that could occupy large-scale murals and still go well with the geometry of our brand identity. Our illustrations came to life in the brand video below.
Brand Video
We wanted to see
the Lucky Ones come to life.
We set up a photo shoot for ten talents that represent different segments of our target audience (B- to C), including young adults, young moms, and lower income homemakers.
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We developed a social media strategy that addressed both product features & user behavior.
In partnership with Lucky’s in-house social media team, I designed a social media plan on Airtable to facilitate scheduling across the calendar year. It was clear from the get-go that we needed to address different focus points through our social media posts:
Product features (e.g. How to make the most of LuckyOne card)
Our target users’ behavior (e.g. Moms’ blues during back-to-school)
Shopping categories (e.g. Time to get bid your wonky microwave goodbye)
With this clarity, it became incredibly easy to come up with creative posts that truly engage through all tools available on Meta.
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