Role
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Senior Art Director, Designer & 3D lead
Year — 2020-2024
In 2020, I made a significant leap by joining ANZ Bank’s internal initiative program, ANZx. This groundbreaking project aims to redefine the bank's presence in the digital age. Together with a talented team, we built a creative hub from the ground up, where I took on a pivotal role in establishing our studio and guiding the creative and art direction. One of my major contributions was in crafting the visual identity for ANZ Plus, our cutting-edge digital banking platform
The essence of ANZx is to revolutionise banking into a seamless, fast, and user-centric experience, aligning with the demands of today’s rapidly evolving digital landscape.
Since the official launch in March 2022, ANZ Plus has seen rapid growth and is considered as one of Australia's fastest-growing digital banking platforms.
Below is the reel of what the creative has done so far for ANZ Plus, showcasing its visual identity and digital assets for app, web and marketing campaigns.
ANZ Plus
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Showreel edited by Nick Weller
At the start of the ANZx project, we set out to create visuals that were unique and engaging to establish a playful yet clever tone for the ANZ Plus brand. We quickly realized that illustrations were key to making the visual identity truly ownable.
Each artwork is carefully crafted, with simple designs and tactile textures that give the brand a fresh, unexpected feel. We tested various styles until we found the right fit, with validation through customer focus groups.
This thoughtful process shaped a strong, ownable identity for ANZ Plus, making the brand both distinctive and memorable.
Visual Identity
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Visual Style - Development
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Our journey of research and visual exploration began during the pandemic. Over eight months, the four of us explored various styles, starting with a blank canvas and going on a creative adventure. Sometimes we went too far and had to pull back—classic!
Collaboration and constant iteration helped us narrow down the visual styles. In the end, we found one that truly represents the product and the brand.
Here are a few selected visuals from the hundreds stored in our cloud drive.
Ui Presentation Illustration style - Development
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We also broadened our search, diving deeper into how we can create a unique and distinctive style for key visuals meant for internal communication, product awareness, and various marketing efforts. This thoughtful approach helps us effectively convey our brand message while connecting with diverse audiences in a meaningful way.
Data Viz - Development
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In the finance sector, we know that charts and diagrams are key players. So, we’re on a mission to find exciting and innovative ways to bring these visuals to life, making them not just informative but also engaging and fun for everyone.
We are developing a dynamic motion language that enhances the entire identity of our product and brand across various digital media and platforms. This playfully clever approach adds depth to our stories and experiences, making them more engaging for our audience. Each keyframe is designed to add personality to our visuals. Below are curated animations showcasing this approach.
Animations
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Expanding the canvas
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We started by creating visuals for the app, but as the brand grew, so did our scope. Our work expanded across channels like the website, eDMs, marketing campaigns, print, LED displays, and in-store materials.
Each platform had its own needs, so we adapted. Some visuals required a more refined approach, crafted to fit their purpose and leave a lasting impression. This allowed us to stay consistent while making an impact across different spaces.
Design System, Workflow & Automation
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We developed a comprehensive design system that includes a full set of deliverables and meticulously detailed components. A key part of this process was the creation of a vast 3D illustration library, which became central to our design system. This library played a crucial role in facilitating seamless collaboration between designers and engineers, bridging the gap between creative and technical teams.
To streamline the process, I took the initiative to develop plugins for both Figma and Photoshop. With the help of our trusted freelancer, Jamie Min, we created a Figma plugin for 3D library cataloging and a Photoshop plugin to automate post-processing and compositing of 3D artwork.
Every decision in this process was intentional, aligning with the brand's philosophy while maintaining flexibility for future growth. One of my key responsibilities was to ensure consistency in visual quality as the brand evolved. We established detailed guidelines for illustrations and 3D elements, ensuring the visual identity of ANZ Plus continues to shine through at every interaction.
Thank you for taking the time to explore my journey with ANZ Plus. It’s been an incredible experience, both professionally and personally, as I’ve had the chance to push creative boundaries and grow alongside the brand. Every challenge was an opportunity to refine my craft, and each milestone reinforced the power of collaboration and vision.
I’m proud of what we’ve accomplished, and excited for what’s ahead. I hope this inspires you to embrace your own creative journey and keep expanding your canvas.
Fin
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Credits
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ANZx Creative team
Creative Lead - Garett Mayow
Senior Art Director/3D lead - Sept Putra
Art Director/Illustration & 3D modelling lead- Emily Pritchard
Visual Identity development - Kane Rowlingson, Sept Putra and Emily Pritchard
Motion designer/3D animation - Nick Weller
Producer - Sarah Laurens, Marie Mcdonald
Art Director/copywriter - Nick Ogilvy
Designer - Rachel Murray, Maria Yeo
Thanks to my dear freelancer friends who have helped throughout the years on this project. I apologize if I missed anyone; please message me so I can update it.
Jamie Min, Harry Warne, Stee Shaw, Edwina Joel, Aditya Satria, Marco Palmieri, Nicole Wu, Jordan Booker, Gareth Chang, Chris Angelius, Courtney Hopkinson