Customers trust a bank when the counter, the card and the screen speak in one voice.
Retail, corporate and digital banks all sell stability. Sinh Vũ helps the identity keep that stability from the branch sign to the phone screen.
Three things first: a shared standard for branches and the app, a design system for every screen, and a consistent voice for messages, letters and forms. Those three decide whether customers feel they are handing money to a place they can trust.
Signage, counters, cards and forms follow one rule, so every branch is recognizably the same bank.
Buttons, colors, type and notifications are consistent on every screen of the app and the website.
Messages, letters and forms are written the same way, so customers can tell which channels are official.
They all hold customers' money, but each kind of bank has different users and different places where it meets them.
Their customersIndividual customers meet the bank at the counter, at the ATM and in the app, and many still prefer to transact in person.
Brand challengeMake the counter and the app feel like one, especially in a refresh where older customers are used to the old way.
Their customersBusiness owners and accountants work with relationship managers, through paperwork, contracts and a transaction portal.
Brand challengeAlign documents, reports and the portal, so the person signing sees professionalism on every page.
Their customersYounger customers open accounts and move money entirely on their phones, with no counter to look at.
Brand challengeShow that a real bank stands behind the screen, and keep the experience light yet solid.
These are the places where banks tend to lose trust, even when the product is good.
Colors, type and voice at the branch differ sharply from the app; customers used to one side find the other strange.
One shared standard for both the branch and the screen, written for everyday users and not only for designers.
Start from this problemA network with many outlets has signs and counters built through different contractors, and over time colors and type sizes drift.
An outlet build standard with measurement marks, print color charts and materials, so any contractor produces the same result.
Start from this problemAuthorities have repeatedly warned about fake bank apps and pages; when genuine messages are written inconsistently, customers trust them even less.
Message, letter and email templates built on one pattern: who is sending, what it is about, what the customer should do, and which official channel to ask.
Start from this problemThere is no counter and no person in front of them; customers want to know who stands behind it before handing over money.
Name the entity behind the bank where it is easy to see, keep a calm voice, and make the first screen say plainly what the bank does for the customer.
Start from this problemAt First account opening. Customers download the app, then stop at identity verification, because they do not understand why they must photograph documents or where those documents go.
Touchpoints are the places where customers see, touch or hear the bank. You do not need to do everything at once. These five decide most of the trust.
It is where customers meet the bank most, every day.
Where older customers and business customers still go for reassurance.
Customers hold the card every day, so it is also a business card.
The most impersonated channel, so it must be consistent to be recognized as the real thing.
When in doubt, customers open the official site to cross-check; it must match the app.
Listed in the order to do them. A bank that already has an identity usually starts with a review, then fixes.
Review what holds customer trust in place and keep it, and what gets in the way and change it.
A shared standard for branches, cards, forms and messages.
A digital design system so the app and the website stay consistent even when many teams work on them.
Signage and materials at outlets built to the standard.
Sinh Vũ has not published a banking project. The two below solve the two nearest problems: an identity standard that holds up across many points of sale, and a financial service that has to be fast and reassuring at once.
Metfone is Viettel's mobile network in Cambodia, selling through a chain that runs from the boulevards of Phnom Penh to provincial markets…
A standard written for everyday users and a mark locked as one piece, so every outlet built produces the same shape.
For millions of people in Cambodia, the Metfone SIM in their pocket is also where they keep their money. eMoney, the money transfer wallet of Metfone and MB Bank…
A money transfer service with a bank behind it, able to say two things at once, fast and reassuring, from the signboard to the business card.
The principles behind it
It can, if everything changes at once. Review first how customers recognize the bank, whether by name, color or the shape of the counter, keep that, and change the rest gradually.
Signage, counter layout, colors and materials, uniforms, and forms at the counter. Each item has dimensions, a print color chart, and right-and-wrong examples, so any contractor produces the same result.
Not necessarily. But customers need to see who stands behind it and whom to ask when something comes up. The entity's name, the support channels and a consistent voice take over the work a counter used to do.
The standards cover the logo, colors and type everywhere. The digital design system goes deeper into buttons, input fields, notifications and on-screen behavior. A bank with several product teams usually needs both.
Write every message on one pattern and use only official channels. A good pattern says who is sending, what it is about, and what the customer should do. Sensitive information never sits behind an unfamiliar link. This is work for design and for the information security team together.
A few lines about your outlet network, your app and what is stuck is enough. Sinh Vũ reads it and replies within one working day.