Cannes Lions

Liiv: Life is Full of Character

INTERBRAND, Seoul / LIIV, KOOKMIN BANK / 2017

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Overview

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Overview

Description

In order to avoid the stiff and formal image of a financial brand and incorporate banking into our everyday lives, we want the brand identity to be friendly and approachable. Born from a coin, but able to transform into everyday objects, a character Liiv was born. With a simple yellow circle which has perfect applicability in a small smartphone interface, and"i"s turning into eyes. Liiv represents anything and everything that you want from the circulation of money, the character has perfect applicability. We created a variety of friends for the Liiv character each with their own personality and representing the main functions of the banking system, These addittional characters support visual elements for the character Liiv and is able to add more vitality and spirit to the brand.

Later emoticons were developed giving leverage to the Liiv brand inside and outside of the platform.

Execution

Liiv being both a brand identity and character, have perfect applicability in a small smartphone interface and also in offline applications. By using the yellow circle as the graphic motif, we created flexible yet consistent applications for both online and offline. We created GUI systems and created visual guides for posters, brochure, goods, credit cards and so on.

For promotional purposes, we developed the Liiv Emoticon. The emoticons gave leverage to the Liiv brand inside and outside of the platform. Additionally, we created a variety of friends for the Liiv character. Liiv's friends have their own personality and represent the main function of the banking system. These charming characters resemble bars and pie charts in graph, and symbols for connections, additions, and multiplications. These simple shapes and colors are used as supporting visual elements for the character Liiv, and is able to add more vitality and spirit to the brand.

Outcome

More than 1 million people downloaded Liiv bank app in only six months, 50% were younger generation and 10% were younger and were not previously KB Bank customers. From unique, simple and flexible approach to customers, Liiv successfully positioned as trendy, distinctive brand compared to other banking apps. Liiv recently expanded their service to Southeast Asia, now aiming for Global fintech brand.