Ant Financial
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Small steps, big thinking in Chinese financial services
For the past few years, there has been a real buzz surrounding the possibilities created by the Internet for financial services in China. Alibaba Group is no stranger to the buzz, having launched Alipay and Yu’e Bao to subvert traditional banking services. We found the solution in the perfect balance of the brand’s financial and mobile attributes to establish an emotional connection with consumers.
The Ant Financial brand captures the personality of the online world in a way that still plays to the strength of financial services. What’s more, the playful identity makes for a flexible brand identity system, flexing to suit its different characteristics – finance, technology, customer service, and technical imagination. Ultimately, the brand is designed to interact with products and services and to build a more intimate connection with consumers
“The new brand captures the personality of the online world in a way that still plays to the strength of financial services.”
Sophie Cheng, General Manager, China
