Challenge
The main challenge was simplifying complex financial services such as digital payments, loans, and banking accessibility into a short, visually engaging animation that could be easily understood by a broad audience. Financial content can be often feel intimidating or boring, so the the challenge was to make it feel approachable, modern, and human-centered while staying consistent with TD Bank's brand guidelines.
Goal
The goal was to create a visually appealing animation that effectively delivers the message, simplifies complex ideas, and keeps the audience engaged while aligning with a strong and consistent visual identity.
Result
I applied a design thinking approach, focusing on the user first. We Empathize to understand the target audience everyday individuals and small business want. Fast, simple, and reliable banking solution. Then we define the problem by identifying the key messages, speed, trust, digital convenience, loans, and community support. I then Ideate to develop visual metaphor (mobile devices, storefronts, money icons, people) to represent abstract banking concepts. From here we moved to translate ideas into animated scenes using clean vector illustrations and motion graphics principles. I then Test & Refine by ensuring clarity, pacing, and consistency so the message is communicated effectively within a short time frame.
