Challenging Conventions
Client: GXS Bank
Project type: Brand launch
Winner of Singapore Good Design (SG Mark) 2023 award in the visual design category
It’s time. The future of banking is here. And it’s looking bright, bold, boundless. Say hello to GXS. They're a new digital bank, here to challenge conventions and drive a better way to bank.
We spark conversations on different conventions within the community and whether they still ring true today, such as the idea of what makes a family or the way success is defined.
GXS collaborated with three local artists – Kristal Melson, Angela Chong and Kenn Lam – to create a diverse collection of captivating visual interpretations, effectively capturing the essence of each unconventional question in a compelling way.
These three visuals served as the key visuals for the launch.
Alongside the brand launch, we introduced a new product: FlexiLoan – a loan from GXS that’s tailored to your needs.
With FlexiLoan, a better life is not a stretch.
"Groundbreaking nationwide campaign set to challenge banking conventions...", says Marketing Interactive.