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ADB wanted to offer something their competition didn’t, and their bet was on becoming a more human, more approachable, less bureaucratic organization. The ADB’s president’s agenda was using new tech to run the business in a more efficient way, involving digital transformation and innovation to improve the processes overall. They acknowledged that the process of getting a loan is a very slow one, involving a lot of complicated paperwork, and that they needed to do better. The starting point for this project was McKinsey’s 100-page "Asia Development Report”, which acts as a summary of development progress in Asia. ADB realized that it’s too academic, too long, that nobody really reads it and that they need to do better. The audience that ADB needed to reach is a very special one: namely, government officials all across Asia. To reach them, ADB decided to move to storytelling: away from reports, to the actual stories behind the development, covering the projects’ impact on people’s lives, showing who the people behind various projects are. A related idea was to establish a community around sustainable development projects — solar farms, low-carb tech, and so on.
Together with the Swiss universal bank UBS, we have developed a new integrated branch concept. The aim of the concept is to intensify client proximity in combination with digital services. Each branch is to optimize access to UBS’s global expertise and online services. The focus is on client needs. With the help of augmented reality and digital branch communication, banking products are made tangible and understandable. The client is guided through the branch structure and can discover the world of UBS. “We wanted to bring the previous paper-based brochures to life and actively communicate the stories, because UBS really does have a lot to tell. In the future, UBS clients should experience the branch as a holistic communication surface with personal closeness,” says Jens Tarnowski, the Account Director responsible at Syndicate Design. The central element of space and communication is the newly interpreted ” asset pyramid”. It is linked by a tablet to an augmented reality application and thus brought to life digitally. It illustrates the consulting process in a playful way and conveys the different stages of wealth creation in an interactive and involving way.
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