Evi van Lanschot – UX and Brand positioning
A young investment platform that only works digital. A platform that is set up by one of the most famous and oldest independent financial institution.
Background
Evi stands for online wealth accumulation. You choose Evi for her personality and philosophy. You believe in Evi as the way you want to handle your assets. Only then do you choose between saving, management or advice. This depends on your own objectives and risk attitude. You know that at Evi Kempen's handsome heads are in control. And you have access to Van Lanschot's personal attention in building, managing and protecting your assets. Van Lanschot grows with you, with suitable solutions.
Evi tells the story about online wealth accumulation in a different way. She brings it with energy and conviction. Evi gives examples and uses metaphors. She gives you tips. As a coach, she confirms your confidence. But she also challenges you and inspires you. At the same time, she brings more peace. "I make a good choice." The return is the same, but you have a better feeling!
Concept period 03 / 2019 Team Domenico Lomonaco and Laurine Verweyen
The Assignment
Within a changing landscape of digital banking, saving Evi needed to step up their game and create a more clear and suitable brand positioning and product definition.
Briefing: The current look feels corporate. Business, masculine, functional and 'technical' predominate. Evi is not recognizable as a personality. Evi is more than the logo! She can become a lot more Evi on the web.
Challenges & Wins
Evi is part of one of the most famous and oldest independent financial institutions of The Netherlands and therefor we were restricted in communication. On the other side we had the chance to use all the developed technology of the Van Lanschot.
Brand prisma
I strongly believe in brand prismas prior to designing. Within this prisma i captured the brand claim, its brand values, brand image and eventually the design principles based on this.
Brand Manifest
We created a brand manifest that would make clear who Evi is and what she stands for and how she can help you with your investments.
Logo evolution
Together with Laurine Veweyen we had the idea was to make the brand Evi more recognisable by adding the famous tree of the mother investment company Van Lanschot. Van Lanschot is an investment bank that goes back to 1737. It is the reknowned independent financial institution here in the Netherlands.
Evi Digital Environment
To open up the identity I created a colorscheme that feels brighter and is future proof. We used a lighter weight of the font Evi is already using
Briefing: The current site feels sad and heavy with a lot of dark gray. Of course, that gray could also be white with accents in purple, gray and green.
