My name is Olga Vidyakova, I am an art director at Gazprombank. It seems that creativity and creativity do not go well with financial institutions, but this is not true. Many of my friends are surprised when I say that I have been doing design in the banking sector for over ten years. During this time, I have seen how much design is developing here and what interesting tasks creative teams solve. I would like to share my experience and talk about the specifics of working Our task is to make complex in the financial sector – how visual solutions for complex products are created, how creative ideas are implemented even in the conditions of strict corporate rules, and why this work can be truly exciting.
We often hear different opinions about the work of a designer in a bank. Let’s look at the most common ideas and see how things really are.
Myth 1: The financial sector is boring for a designer and there is no room for creativity Our task is to make complex
Many people think that bank design is just a visualization of numbers and percentages. In fact, even in such seemingly simple tasks there is room for creativity, and limited frameworks often force you to think outside the box. Try to show the credit rate or cashback in a new way over and over again so that it catches attention – and you will understand what I mean.
But this is only the tip of the iceberg. Large banks, including Gazprombank, have many different areas: business projects, special events, HR branding – and each requires its own creative solutions. In such projects, there are no restrictions in the form of huge disclaimers, but there is complete freedom for creativity.
The work is carried out in close contact with other specialists – product managers, researchers, copywriters. We constantly communicate, discuss ideas, look for compromises. Sometimes you have to defend your vision, sometimes – find completely new solutions together with the team. With such a variety of tasks, there is no time to get bored.
Myth two: a conservative system where it is impossible to realize your ideas
Every large company has its own system, and a bank is no exception. The peculiarity of financial organizations is a multi-level system of competencies. It is like a big pie, where each layer is important. On the one hand, it may seem complicated, on the other hand, it is an interesting challenge for a designer. Yes, we have a certain structure for decision-making. But if you understand the needs of the product, meet deadlines and follow processes, the result often exceeds expectations. Such projects become a great addition to the portfolio.
In the creative team of Gazprombank communication design, Our task is to make complex we constantly hold internal brainstorms and project discussions. Here, everyone can share their ideas – even those that at first glance seem too bold or unusual. The art director always listens to the team’s suggestions: be it a new approach to design, an idea for improving processes, or an unconventional solution to a problem.
This approach helps to avoid routine and constantly develop. And most importantly, each team member can not only work within the system, but also change it for the better. Yes, we have certain rules and processes, but they do not interfere, but help to bring creative ideas to life.
Myth three: long projects Our task is to make complex
Projects are different. There are tasks that need to be solved quickly, and there are large-scale projects that require long development. And this is normal – after all, the more complex the product, comoros business email list the more time it takes to implement it.
Our task is to make complex financial products understandable and trustworthy. Unlike “short” tasks, in large projects there is an opportunity to work out each element in detail, test different solutions, take into account feedback from clients. And ultimately see how your ideas are brought to life and really help people.
At the same time, we constantly work with operational tasks – for example, when you need to quickly respond to changing product conditions or prepare materials for an important launch. The ability to effectively switch between different types of tasks while maintaining high quality work is an important skill for any designer.
Myth number four: bureaucracy Our task is to make complex
Many people think that in large companies, processes are drowned in bureaucracy, but in the work of creative teams, everything is arranged differently. Yes, when it comes to financial products, it is important for us to take into account legal requirements and security rules – this is part of our responsibility to clients.
The specifics of a designer’s work in a bank is that you need to since the presence of codes deeply understand banking processes. It is important to know how a loan differs from a deposit, understand the features of products and the requirements of payment systems. But the most interesting thing is to turn this knowledge into understandable visual solutions. Sometimes these are direct images, and sometimes it is a search for unexpected metaphors that help the client better understand the product and trust the bank.
What may seem like bureaucracy from the outside is actually just a clear distribution of responsibility in the approval chain. And in fact, it helps avoid chaos and makes processes more predictable.
Myth number five: harsh working conditions that are not suitable for creative people
Yes, the bank is a serious financial organization, but this does not mean that you have to wear a business suit and work strictly from 9 to
18. With us, you can combine work from home and the office or switch to remote work completely – everything is negotiable. The office
has comfortable workspaces and recreation areas.
The company takes care of the work-life balance of its employees: flexible schedule, convenient system of vacations and sick leaves,
various health support programs. For professional development, there are workshops and events with external speakers, a training
system and a clear career growth scheme.
I believe that it is important for a designer, no matter where he works – in fintech, beauty or horeca – to constantly learn new things,
follow trends, and be interested in related topics. This is the europe email only way to create truly modern design and successfully work with complex
banking products.
Over the last 5-7 years, communication design in banks has made a huge step forward. We create large-scale design systems, and
creative teams are not inferior to leading design studios. In them, you can develop horizontally – mastering new skills, and vertically – as a manager.
