— PROJECT NAME
Akbank
Brand Refresh
— ROLE
Head of Copy
@ R/GA London
— DATE
2018
Akbank has been ranked "The Most Valuable Banking Brand in Turkey" seven times in a row. It's one of the largest and most popular banks in Turkey.
In 2018 they were entering a new phase of digital transformation, completely redesigning 5 digital platforms to serve a younger, mobile-first audience.
This meant a total brand revamp, including a new set of brand guidelines to bring the new vision to life across all touchpoints – from the systems inside their company, to the ATMs used by their customers.
Revamped tone of voice
Using Akbank’s brand personality as a starting point, I evolved their tone of voice with a new set of writing principles. The new tone had to work in Turkish and English: I worked closely with a Turkish copywriter to make sure our principles could be applied naturally in both languages, allowing for cultural nuance.
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Some poster concepts (below), testing out headlines and body copy across English and Turkish.
I also helped write the UI for the new Akbank ATM experience. My favourite part is the option to save paper by not printing out a receipt.