![](https://cdn.myportfolio.com/74fea8b9-3f20-471e-9741-70c8522df007/fb10ec4f-6d72-47ac-b7d7-465401ef84b2_rw_3840.png?h=8ddcae7428f023f5f6f919f003e46bf5)
Hana Bank iBOOJA
Brand Experience Design
아이부자는 하나은행에서 서비스 하고 있는 초/중학생을 위한 체험형 금융 플랫폼으로,
자녀 스스로 '모으고·쓰고·불리고·나누는' 다양한 금융 활동을 통해 재미있는 금융 습관의 형성을 도와주는
국내 최초의 금융 페어런트 테크(Parent Tech) 서비스입니다.
무빙스톤즈는 아이들이 금융의 재미를 키울 수 있도록 전체적으로 자녀의 눈높이에 맞게 브랜드를 리뉴얼하고
자녀의 모습을 투영하는 3D 캐릭터를 개발하여 주체감과 몰입감을 향상시켰습니다.
![](https://cdn.myportfolio.com/74fea8b9-3f20-471e-9741-70c8522df007/1b109b32-f40c-4fd4-bd21-7f16a9c9a60d_rw_1920.png?h=e56015081f8c1da9079af6b9d4fe7695)
![](https://cdn.myportfolio.com/74fea8b9-3f20-471e-9741-70c8522df007/227f8542-a7f6-4d52-89f4-af8640eebf55_rw_1920.png?h=0ca518c254e40bd5cfa2874ca0d6358a)
Trend Keyword
브랜드 리뉴얼에 앞서 ‘아이’에 대한 재정의가 필요 하였고 돈과 소비에 편견이 없고,
자본주의적 생리를 잘 이해하는 ‘자본주의 키즈’를 중심으로 브랜드 전략을 전개하였습니다.
![](https://cdn.myportfolio.com/74fea8b9-3f20-471e-9741-70c8522df007/88208339-54ab-43f9-85a2-143d9396b37e_rw_3840.png?h=9bc647245f2d948323bea96d1a5afa06)
Brand Perspective
아이부자는 '아이'라는 대상에서 벗어나 '나'라는 주체적인 관점으로 확장하여
스스로가 금융에 관심을 가지고 부자되는 습관을 가지는 것을 지향합니다.
![](https://cdn.myportfolio.com/74fea8b9-3f20-471e-9741-70c8522df007/7ee869e5-eeea-4901-ab1b-99869a481465_rw_1920.gif?h=1bdfbb91f5f6de608a41a9c9cc0cbc4c)
Research & Insight
아이들의 금융습관 조사를 통해 용돈 쓰는 재미는 느끼고 있으나
모으고, 불리고 나누는 재미와 기회가 부재한다는 인사이트를 얻을 수 있었습니다.
![](https://cdn.myportfolio.com/74fea8b9-3f20-471e-9741-70c8522df007/ec7164b3-c9a4-4b0b-a4bf-3974e50ffa79_rw_3840.png?h=9d8223726a1c8bf64c387f7d533f8c92)
Brand Core Value
아이부자의 핵심가치는 구성원들이 브랜드를 만들어 나감에 있어 기준점이 되는 가치입니다.
이 가치를 바탕으로 '금융의 재미를 키우는 i'로 성장하는 브랜드 경험을 선사합니다.
![](https://cdn.myportfolio.com/74fea8b9-3f20-471e-9741-70c8522df007/1e62d2aa-f563-4392-849b-a795ed3751e5_rw_1920.png?h=8588a08cefbc7c8c2d3e5a3245fe4041)
![](https://cdn.myportfolio.com/74fea8b9-3f20-471e-9741-70c8522df007/90dcf974-8861-4aa1-a389-4e57b6b8fbfa_rw_1200.gif?h=13bcc9e85019d9c08ea7209b0900e635)
![](https://cdn.myportfolio.com/74fea8b9-3f20-471e-9741-70c8522df007/cd5435bc-ad6b-4504-b92d-4c598154d75b_rw_1200.png?h=bbafc7fbc009506a852f59178a09fc15)
Brand Slogan
아이부자의 브랜드 슬로건은 브랜드의 중심이자 고객에게 제공해야하는 본질을 담고있습니다.
스스로 경험하는 금융습관의 재미는 어려운 금융도 쉽게 받아들일 수 있도록 하여
놀라운 결과(부자)를 만들어내는 자양분입니다.
![](https://cdn.myportfolio.com/74fea8b9-3f20-471e-9741-70c8522df007/4f0bc018-f4b4-43e8-a179-8906f3b5a0ae_rw_1920.png?h=e36072fce147c0943a2c2723d4d69019)
Brand Symbol / Logotype
아이부자의 심볼은 i와 B 두 개의 형태를 조합하여 디자인 하였으며, i의 원이 공놀이를 하듯 통통 튀어 오르는 모션감을 통해 아이부자를 사용하며 경험할 금융의 즐거움을 나타냅니다. 그리고 이를 바탕으로 로고타입에서도 통일감 있는 디자인을 보여줍니다.
![](https://cdn.myportfolio.com/74fea8b9-3f20-471e-9741-70c8522df007/488b28ae-b553-4547-be7d-6a0e87ac961b_rw_1200.gif?h=3221cd8243bd7d996d388fe9631e9d5c)
![](https://cdn.myportfolio.com/74fea8b9-3f20-471e-9741-70c8522df007/aa99cd14-ba76-4499-8275-7b04a88ed510_rw_1200.png?h=86c4d6706b951528a17044e588f9ea00)
![](https://cdn.myportfolio.com/74fea8b9-3f20-471e-9741-70c8522df007/8f90ad0d-0b6a-46a5-8fbe-94ce22afaecf_rw_1920.gif?h=f47005fddf3365003e261dc5ef5eeb67)
![](https://cdn.myportfolio.com/74fea8b9-3f20-471e-9741-70c8522df007/37992a6b-721d-468e-a206-f50437b7f42b_rw_1920.gif?h=d381c0105f32cb2a9cfda187404410bc)
Brand Color
10대 청소년들의 선호색상 조사를 통해 Violet과 Mint를 주 색상으로 선정하였습니다.
보조 색상들은 캐릭터와 어울리는 색상으로 선정하였습니다.
![](https://cdn.myportfolio.com/74fea8b9-3f20-471e-9741-70c8522df007/fc8a545b-1812-4691-959e-0a7cbf756a1e_rw_3840.png?h=c343cefccfcea7c4bc34d797c19ee712)
Typography
아이부자의 브랜드 심볼의 조형적 특성과 적용되는 매체의 특성을 고려하여 제목용 서체와 본문용 서체를 구분하여 사용합니다.
![](https://cdn.myportfolio.com/74fea8b9-3f20-471e-9741-70c8522df007/0ea9e95a-cb77-42f3-87f3-a9e317e6a9e3_rw_3840.png?h=e389b27ad8391607afed4fa3a9897112)
Brand Character
아이부자의 캐릭터는 나(i)를 투영하는 아바타로서 재미와 즐거움을 느끼며 금융습관을 키워가는 나를 표현합니다.
브랜드 커뮤니케이션 접점에서 메인 그래픽 요소로 활용합니다.
![](https://cdn.myportfolio.com/74fea8b9-3f20-471e-9741-70c8522df007/902ff72b-fb9a-404d-ae70-89d12f96034c_rw_1920.png?h=0b0915ccbb5cdac8778ca5d79102e528)
![](https://cdn.myportfolio.com/74fea8b9-3f20-471e-9741-70c8522df007/98d12f82-c59d-4258-ab4b-b36691f4f099_rw_1920.png?h=d7695aebd6be16202b4752d519bd1b69)
![](https://cdn.myportfolio.com/74fea8b9-3f20-471e-9741-70c8522df007/b173fe8f-225c-4c0d-8328-865aa9cadc11_rw_1920.png?h=92ee5da6ccf68dc2cdf39c6a7b1ee095)
![](https://cdn.myportfolio.com/74fea8b9-3f20-471e-9741-70c8522df007/01ce75ae-8a7c-4cf8-b675-b07e431cd35a_rw_600.gif?h=119e4a2ed303ab18dcef8aa0d969ae0d)
![](https://cdn.myportfolio.com/74fea8b9-3f20-471e-9741-70c8522df007/1da67027-e309-4f56-9769-437019bc5f10_rw_600.gif?h=937407974ab75cb1d86c5679d037e447)
![](https://cdn.myportfolio.com/74fea8b9-3f20-471e-9741-70c8522df007/4859fc6a-a3e0-4fd7-83e5-3e1574436b70_rw_600.gif?h=3029e68597308fd80f1382b2ff81db7b)
![](https://cdn.myportfolio.com/74fea8b9-3f20-471e-9741-70c8522df007/866e7aee-0126-46c9-b506-bd1f0fc858b8_rw_600.gif?h=8118c0fe37f3a89cd79efb6e14888a40)
![](https://cdn.myportfolio.com/74fea8b9-3f20-471e-9741-70c8522df007/d9fcdcb0-ad3c-40b6-a853-23c8fc746dee_rw_600.gif?h=56a4d3cb10789b1139fda95ed7ede115)
![](https://cdn.myportfolio.com/74fea8b9-3f20-471e-9741-70c8522df007/fed53265-8689-4e59-a289-884b72304fef_rw_600.gif?h=8d4126db5885e3c59c557be672c8dd5e)
![](https://cdn.myportfolio.com/74fea8b9-3f20-471e-9741-70c8522df007/dfbcdeed-e165-4f9a-8b90-f712fd185871_rw_1920.gif?h=4f21da0dad6519ca0b910fa8b62dae71)
![](https://cdn.myportfolio.com/74fea8b9-3f20-471e-9741-70c8522df007/5f70af51-7179-47cd-a262-623d40ad0b77_rw_1920.gif?h=cf85e3d119178579d1558145e13383e1)
![](https://cdn.myportfolio.com/74fea8b9-3f20-471e-9741-70c8522df007/c6fa4d24-d460-4c73-b265-bf771ed8c11e_rw_1920.gif?h=493de66f6ed0c2150c431440382e681c)
![](https://cdn.myportfolio.com/74fea8b9-3f20-471e-9741-70c8522df007/84e80b81-c22e-4803-888a-b601a5c70def_rw_1920.gif?h=3d689e15b0fc1a7f68e7dbc736809e1f)
![](https://cdn.myportfolio.com/74fea8b9-3f20-471e-9741-70c8522df007/78d8ca7d-86d8-4047-a984-705cf1970157_rw_1920.gif?h=aab5307cdf637cc984491c62fd250724)
![](https://cdn.myportfolio.com/74fea8b9-3f20-471e-9741-70c8522df007/5a3a84aa-3315-4b42-8a2e-d49b0a55eea4_rw_1920.gif?h=c86c14d621f2d0713a35e13bab836bbf)
Key Visual
아이부자의 브랜드 키비주얼은 캐릭터와 그래픽 모티프를 조합하여
브랜드 아이덴티티 뿐만 아니라 메세지를 효과적으로 전달하는 주된 시각요소입니다.
다양한 매체에 메인 이미지로 활용할 수 있습니다.
![](https://cdn.myportfolio.com/74fea8b9-3f20-471e-9741-70c8522df007/d221b39a-8a6e-49db-a0f8-260cd4515f78_rw_1920.png?h=630b254e44c62f9a2a1fbd2996818cc2)
![](https://cdn.myportfolio.com/74fea8b9-3f20-471e-9741-70c8522df007/45f9c662-d87e-4d1e-b169-3da668d3a96b_rw_1920.png?h=bb1acd1d3c82fbca4e67253ac71f933c)
![](https://cdn.myportfolio.com/74fea8b9-3f20-471e-9741-70c8522df007/d705c912-ff82-4322-83a5-8efdf184f5fa_rw_3840.png?h=b8477a31ad16f8b38b177b1eb5c1d1b8)
![](https://cdn.myportfolio.com/74fea8b9-3f20-471e-9741-70c8522df007/d412c736-7a5a-437a-a4ce-c80c25319465_rw_1920.png?h=9a5929f3cb74905c65b93e2d865fd71a)
Applications
새롭게 리뉴얼된 아이부자의 브랜드 요소들을 활용한 어플리케이션 예시입니다.
Marketing, Product UI, Communication, Payment 등 다양한 고객접점에서
아이부자의 새롭고 일관된 브랜드경험을 제시합니다.
![](https://cdn.myportfolio.com/74fea8b9-3f20-471e-9741-70c8522df007/ca15e639-89e9-4ab7-bde9-3451888df624_rw_3840.png?h=29ca396e61005c6a7bd41b44f45530f8)
![](https://cdn.myportfolio.com/74fea8b9-3f20-471e-9741-70c8522df007/e73e8c18-824f-4408-8516-213b7ff25b11_rw_3840.png?h=788c023c42f5c69205ae92b918d43896)
![](https://cdn.myportfolio.com/74fea8b9-3f20-471e-9741-70c8522df007/40f31334-f5a9-4bc0-8004-c3993c48d8c3_rw_1200.png?h=75d876c5550cd2f2c05670d773042d75)
![](https://cdn.myportfolio.com/74fea8b9-3f20-471e-9741-70c8522df007/a47112c4-c614-45fc-a18d-443dc0353d26_rw_1920.gif?h=16069969f18209a06de0c3bb78fbee76)
![](https://cdn.myportfolio.com/74fea8b9-3f20-471e-9741-70c8522df007/f5fb6560-2364-4860-8a00-b9aad953df3b_rw_1920.png?h=970d20a75b8886abfe9c6c3154d47a5c)
![](https://cdn.myportfolio.com/74fea8b9-3f20-471e-9741-70c8522df007/73043f34-85bf-4440-b0b2-d737e7225fbe_rw_3840.png?h=e7deaf3e84f420971a922ae82306dcc1)
![](https://cdn.myportfolio.com/74fea8b9-3f20-471e-9741-70c8522df007/8c9512e4-8103-4214-a49d-9d3abf89153f_rw_1920.png?h=eb421403c5f96c4a45d14cdb3dd12f93)
![](https://cdn.myportfolio.com/74fea8b9-3f20-471e-9741-70c8522df007/e8c45092-439d-4adc-8034-8013d54510eb_rw_1920.gif?h=69bdb9e9b8a64959c7509f48828fa3b6)
![](https://cdn.myportfolio.com/74fea8b9-3f20-471e-9741-70c8522df007/119009a1-609d-42d8-9512-3b5deff021c7_rw_600.gif?h=e3fa91054edee6e66b27adbe650a13b1)
![](https://cdn.myportfolio.com/74fea8b9-3f20-471e-9741-70c8522df007/e402e90e-c427-4064-a487-0c1a3eb9b7c8_rw_600.gif?h=f21e679bc886797065f47fd6d2cdb637)
![](https://cdn.myportfolio.com/74fea8b9-3f20-471e-9741-70c8522df007/2232931f-4db9-4945-9cd0-54e07496fdd5_rw_600.gif?h=5c58747b4fcc38f96f7da31f4aa69007)
![](https://cdn.myportfolio.com/74fea8b9-3f20-471e-9741-70c8522df007/471fc28d-126b-49df-8117-92704e131334_rw_600.gif?h=60ca5cf35db07274bce71acee62c6ebc)
![](https://cdn.myportfolio.com/74fea8b9-3f20-471e-9741-70c8522df007/e3365ffd-22e8-4715-8c00-76d712b609c5_rw_600.gif?h=2f98b4853d9c68c7bdf7116010e62f1a)
![](https://cdn.myportfolio.com/74fea8b9-3f20-471e-9741-70c8522df007/98e932c2-cf39-423d-8938-989169fec812_rw_600.gif?h=67e3ebdadf9f61158c28021a65f7946e)
![](https://cdn.myportfolio.com/74fea8b9-3f20-471e-9741-70c8522df007/a6eef242-37c5-4964-8b48-c11e81791fe9_rw_600.gif?h=d8260c32f26b43c64bbdd9745b6c1fb3)
![](https://cdn.myportfolio.com/74fea8b9-3f20-471e-9741-70c8522df007/be448bf7-bd55-4768-aac9-835d04b1bc4d_rw_600.gif?h=71ba57c71c98f7afc061e998d1870433)
![](https://cdn.myportfolio.com/74fea8b9-3f20-471e-9741-70c8522df007/8de77421-5bf1-4c27-b953-2b9151f923e8_rw_3840.png?h=ebbf2f96f4eefc03acda1cdead22f391)
![](https://cdn.myportfolio.com/74fea8b9-3f20-471e-9741-70c8522df007/f3c747be-e831-4ca2-a989-0ecb929b7eff_rw_1920.png?h=5b02ea8c6ba517cf0572073be4e4535e)
![](https://cdn.myportfolio.com/74fea8b9-3f20-471e-9741-70c8522df007/d659fc41-f238-44c4-8299-3eadddab69d2_rw_1920.png?h=8caad4983a1487ef583e2dfe20f3e736)
![](https://cdn.myportfolio.com/74fea8b9-3f20-471e-9741-70c8522df007/16925d61-ef8a-4a36-9a82-24c1cdf8965b_rw_1920.png?h=afed6fdeb06d8ca72b381f45ad8c4437)
iBOOJA
Brand eXperience Design
-
Design
MovingStones Inc.