The client is a multinational banking and financial services company, a large bank, operating in over 65 countries. They need to modernize their HR system by transitioning from on-premise to the cloud while maintaining their position as leader.
To better deliver a tailored message to the client, I developed a concept and, based on it, created various digital and print materials.
My first approach was to research and identify common points between Oracle and the client and compile them into a mood board. One of the most important themes I considered was tennis, as the client is known to be a key partner in this sport and Oracle aims to partner with him.
I looked for recognizable elements, movements, and trends from the tennis' world. Using this theme, I designed both the visual identity and the overall concept that supports the value statement.
The first value statement focused on people's agility and performance, aiming to empower them and drive their success. The key element was the precise movement or strike with the racket, symbolizing growth, agility, and achievement.
I also explored different ball placements, emphasizing how even the smallest details and movements can impact the game.
As the value statement evolved, the focus shifted to integrating "UNIQUE" into the visual and making it stand out, as it serves as the key differentiator in all transformation processes. Uniqueness is embedded in every tactical movement.
Each element plays a crucial role in both the game and the financial business:
The player with the racket symbolizes unique operational excellence. As the company's operational engine, the player executes strategy, makes critical moves, and ensures smooth operations. The racket represents operational excellence—a finely tuned and well-prepared tool designed to deliver each serve with precision and efficiency.
The court represents the unique employee experience, embodied by the HR platform. Just as the court is the foundation where the game happens, the HR platform provides the infrastructure that shapes company culture and employee experience. It empowers employees, creating an environment that motivates and elevates them.
The net symbolizes unique data and compliance. In the game, the net sets boundaries and safeguards fair play—just as data and compliance establish rules within a company. It ensures that every action, decision, and process aligns with industry standards and regulations.
The ball in the competitor’s court represents the company’s leadership in the financial industry. Serving the ball into the opponent’s court symbolizes the company’s strategic impact, demonstrating its dominance, influence, and success in the market.
I created illustrations to highlight different nuances of the key differentiators and to better showcase the layers covered in Redwood textures, representing Oracle data that supports the entire process/ game.
To illustrate data as a continuous flow and emphasize its fluidity, I chose the ribbon as a visual element. The ribbon guides the viewer’s eye through the composition, reinforcing the essential role of data.
As the team integrated the content into a custom web page, I created a banner to maintain the campaign’s visual identity. It matched the overall theme, using key visuals, colors, and messaging to ensure a consistent look across platforms.
The meeting was held on-site, so I created a series of print materials to increase engagement. The card and brochure were used as giveaways.
The video is designed to capture attention right from the start of the sales meeting. Its purpose is to simplify the message, enhance engagement, and create an emotional impact.