Balance Launch
Motion design
Digital design
Art direction
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Background
Balance aims to be Dubai's Most Powerful Wallet by providing new ways to save, spend and grow money while accessing exclusive privileges across popular brands in the UAE.
Objective
For the launch of the Balance app, the team wanted to create visuals that captured the essence of Balance, being a modern, sleek and simplistic digital wallet. So when approaching this campaign I used the Balance neumorphic UI as a base for creating these visuals. My aim in taking this approach was to make the customer journey from the moment they see the first ad to the moment they open the app to sign up feel cohesive and seamless.
Establish a key visual style based on the Balance UI that can be used as reference for all assets
Create material shaders and world assets using the colours of the Balance app's UI to match the astetic of both the Light and Dark mode versions
​Take an abstract approach with the key visual to represent the features and services
​Showcase the features and services offered by Balance to potential customers
Maintaining a consistant look for key visuals used throughout the campaign
Create a Light and Dark mode versions for the balance introduction video
Challenges
Solutions
These series of mood boards where a key source of inspiration to establish the look and direction of the campaign .
Exploration
The introduction video drew heavy inspiration from Gleb Kuznetsov’s minimalist landing page animation for Brain, particularly in its opening sequence.
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Developing the video presented several challenges, most notably creating identical, symmetrical versions for both light and dark modes. I had to carefully adjust the lighting to account for environmental changes between the modes, as it altered the appearance of certain objects. Ultimately, I was happy with both final versions.
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Although users will only encounter the video in the campaign's final stages, it was one of the first visuals created and served as a core reference for all subsequent assets.
App introduction video
The app introduction video was repurposed as a launch video advert for social media. Minor alterations were made to some of the scenes, e.g. replacing the Emirates ID with a Balance Mastercard card, also an end scene was added to encourage viewers to download the app via a QR code.
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Key visuals were also created based on the video's aesthetic, these were used across various social media platforms for paid and organic ads.
Social media marketing
Balance Gold membership is a subscription plan that offered users access to exclusive offers with many well known high end and everyday brands.
To encourage users to upgrade a range of imagery were created centred around the strapline 'Upgrade your Lifestyle'.
Gold membership
Upgrading to Gold membership unlocks full access to the Balance app's Privileges section, where members can browse and redeem exclusive offers from top brands and merchants, alongside special Balance deals and giveaways.
Privileges
To provide stronger incentives for potential customers to download the Balance app, we introduced a series of promotional campaigns, including free coffee giveaways.
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We also partnered with local merchants, bars, and cafes to offer in-store giveaways and exclusive discounts for customers who downloaded and paid through the app.
Giveaway promotions
