Creating a culture-driven banking experience for Mox Bank

To develop an award-winning experience that attracted the next generation of banking customers, propelling them to No. 5 globally.

Translating the brand into experience

Mox’s brand essence incorporates modernity, innovation, and empowerment. It is very much a Hong Kong brand - positioning itself as a reliable friend and companion at a time when Hong Kong people were experiencing instability in their country. 

Earlier work with a previous partner did not meet the CEO’s expectations in brand experience design and after a three-way pitch, AnalogFolk was awarded the honour of working with the in-house team to design the Bank from the ground up.

We brought the vibrancy, confidence and pride of the city to life through the experience we created - giving them a Bank that was progressive, exciting and new.

We drew the following from the brand to guide us in the brand experience design:

‘Proud’

‘Energetic & youthful’

‘Friendly & honest’

‘Smart’

‘Accessible’

The experience

Close-up of a smartphone screen displaying icons of a calculator app and a message that says, "Save like never before with discretion."
A smartphone screen displaying a digital wallet app with a blue Mox card showing a main account balance of 20,000 HKD, a total balance of 506,256 HKD, and options to add money, view details, and various financial metrics
Mobile screen showing a feature to add money to Mox to earn daily interest, with a button labeled 'Add money to Mox'. Next to it, a slide reads 'Stories. A social media design pattern was used for activating new features.'
A smartphone screen displaying a digital banking app with a balance of 506,256.00 HKD, and a message prompting to switch views to see the money owed and the money owed. The background is a blurred gradient with the word 'Y' partially visible.
Comparison of three mobile banking app interfaces labeled Standard, MVP, and App 2.0, showing account balances, activity, and navigation menus.

Before

Brand experience provided by brand agency did not hit the mark in representing personality.

After

Brand experience was reimagined by T8 (formerly AnalogFolk Asia) for MVP and since then, designed and scaled for App 2.0.

The
Results

Mox has been recognised as:

‘Best Digital-only Bank in Hong Kong in 2023 by The Asian Banker’

‘#5 by the World Digital Bank Awards 2023’

‘Ranked top in Forbes' World's Best Banks 2023’