Overview
Industry: Banking / Financial Services / Digital Experience
Scope: • Illustration System • Character Design • App & Web Onboarding • Visual Gamification Assets
Scope: • Illustration System • Character Design • App & Web Onboarding • Visual Gamification Assets
IDFC FIRST Bank is a private-sector bank in India offering a wide range of personal and business financial services. Known for its customer-first approach, the bank focuses on simplifying finance through transparency and digital innovation.
To make onboarding more engaging, the bank reimagined the process as a “Game of Life” experience—guiding customers through key life stages and showing how IDFC could support them along the way. The app and web experiences used bright, colorful illustrations and character-driven storytelling to make complex financial concepts feel accessible, friendly, and fun.
App & Web Experience
The onboarding was designed to feel like a guided game rather than a form-filling exercise. Users could build a simple profile based on age, goals, and family setup, which shaped the journey ahead. Each milestone—buying a home, planning a vacation, saving for education, or preparing for retirement—appeared as a step along a vibrant, life-inspired path.
Both mobile and web shared a consistent visual language, featuring bright yellow backgrounds, full-screen vector scenes, and playful navigation. The mascot Bugs appeared in the corner to guide users, offer tips, and make the journey more personal. This approach replaced text-heavy onboarding with visual storytelling, helping users quickly understand how IDFC’s products fit into their lives.
Bringing Bugs to Life — From Actor to Mascot
To bring personality to the experience, a mascot named Bugs was developed—based on a live-action actor from previous IDFC campaigns. Reimagined as a friendly illustrated character, Bugs became the digital face of the bank’s guidance, appearing in different moods and scenarios throughout the journey.
The Family Story — Illustrating Life Stages
Supporting him was a family of four designed to represent different life stages. From newlyweds buying their first home to retirees planning their golden years, their story reflected the progression of a typical customer’s financial journey. Each scene was rendered in a flat, expressive vector style that balanced charm with clarity, making financial planning feel more relatable and approachable.
Character Sheet & Variations
A comprehensive character sheet was developed, illustrating nine variations of the family members across different life stages. This included detailed expressions—especially for the father—to reflect a range of emotions aligned with financial life events.
Scenario Illustrations
Multiple detailed scenes were created to showcase typical life moments such as buying a first home, dealing with medical emergencies, or planning a family holiday. Each scenario was designed to visually communicate how IDFC’s products support real people through everyday challenges and milestones.
New Bike Loan
New Car Loan
New Home Loan
1st Childs Birth
2nd Childs Birth
Kids Birthday
Daughters Graduation
Family Function
Family Trip
Family Trip
Medical Emergency
Customer Disabled
Starting Investment
Loan Repayment
