When Emirates National Bank of Dubai asked us to completely re-imagine what banking could be for millennials, we set an ambition to craft an experience that achieves the same emotional attachment and habitual use as Spotify, Netflix and Amazon.

So we created Liv. – a platform driven by data and an understanding of human behaviour that leverages a new technical architecture, enabling a new type of banking experience.

Unlike the form-filling, statement-heavy apps we’ve become accustomed to, Liv. adapts to you and your routine, getting to know your favourite lunch spot, your coffee order – using what it’s learned to serve relevant value, every day.

A project where The Agency defined and worked on everything from research and strategy – to naming, branding, user experience and visual design.

Traditional banks tend to use hard, straight edges that call to mind steps, stages and blocks. It was super important for us to create a brand that steered well clear of these corporate tropes and implications, to really get across the versatility and flexibility of Liv., and instantly communicate this is so much more than a bank.

The colourful, rounded, continuous-line identity transforms into a thread that runs through every touchpoint, connecting campaigns and events directly to the service, creating a seamless experience that mirrors modern life – one made up of moments, not transactions.

Every element of the brand was design to adapt to the user. Liv. learns about the things you do and recognises the places you go, taking into account the time of day. It uses these insights to improve the quality of its service, and the quality of your life.