REGIONAL BANK
FROM JAKARTA TO THE WORLD
Our client, a regional bank in Jakarta, have had strong ties to the governmental sector. As 90% of their user base were Jakarta's public officials and are mandated to have a payroll account with the bank.
The bank was facing pressure to stay relevant amid rapid digital change and rising expectation.
Challenges With The Current App
Through foundational research, we found that the current app was perceived as falling behind in a rapidly evolving digital banking landscape. It struggled with limited banking solutions and weak merchant adoption, making it less competitive than leading e-wallets. Users frequently reported transaction issues—such as failed transfers and unexpected balance changes—as well as inconsistent information between call centers and branch staff. Most users are working in the public sector, and are forced to receive their salary from the bank. Once their salaries are in, they often go out immediately to users' primary / preferred banks.
An Agent Of Change
Stakeholders and users envisioned a future where JakOnecould be a true driver of Jakarta's digital evolution. The new brand identity was shaped by consumer insights and optimism, aiming to reflect modern innovation while remaining rooted in Jakarta's and Betawi's cultural heritage. This transformation called for a fresh, visionary approach—redefining JakOneas a symbol of inclusivity, flexibility, and civic pride, and positioning it to support Jakarta's ambition of becoming a global city.
What The Change Could Look Like
Together with the branding team, our design team conducted a branding workshop to define what this agent of change could look like. With focused discussions on what promises could Bank Jakarta provide to everyday Jakartans, and how could they relate with the bank on a daily basis.
To meet the fast-paced, ever-evolving needs of Jakarta's residents, we introduced VELLO—a mobile banking experience that feels less like a tool and more like a financial companion. Friendly and approachable like a familiar greeting, the name “VELLO” also hints at velocity, representing speed, smoothness, and forward momentum in every transaction.
Results
Bringing this vision to life, we created a cast of relatable characters representing real Jakartans—depicted in slice-of-life scenarios that reflect their aspirations, routines, and challenges. These stories ground the brand in authenticity and show how VELLO supports every step of their journey toward a better future.
The app experience is straightforward — core banking features are prioritized and previously complex funding products demystified for all levels of savviness.
Jakartans Responses
WIP