Poalim Digital
CREATING A FRESH AND INNOVATIVE BRAND LANGUAGE FOR DIGITAL BANKING
Brand Identity, Ui, Digital Product
Changing the way we interact with the bank.
Bringing rhythm and color into a world long perceived as formal and conservative.
Bank Hapoalim took the freedom and courage to transform how we think about banking, developing new digital branches across the country. From interactive apps to video-art installations, we integrated motion, rhythm, and dynamism with everyday banking operations.
The Unique Challenge
The task was to work with one of Israel’s most conservative banks – with strict restrictions: the hexagon logo could not be altered, and no new colors could be introduced beyond the existing brand palette.
Within these limits, we were required to create emotional messages that spoke directly to customers, illustrated innovation, and brought the public closer to the digital banking experience.
Digital Branch Experience
The breakthrough project of digital branches included:
Designing the white branch experience
Developing apps enabling customers to check account balances or calculate mortgage costs
Embedding a new graphic language
We combined pixels and amorphous shapes to express the meeting point between digital and banking, using Bank Hapoalim’s iconic blue and red to create an immediate connection to its ATM identity – but in a fresher, more contemporary style.
Films and Emotional Touchpoints
We also created a series of films embodying the strategy of “touching people in everyday interactions.”
These films were integrated into the design of the digital branches, together creating an unconventional banking experience that felt close, human, and innovative.
Digital Logotype and Brand Language
As part of the process, we designed a new digital logotype for Poalim Digital, allowing us to go beyond the existing corporate boundaries and build a fresh branding language that connects the bank to the digital world.
Leadership
The branding agency Baruch Naeh & Partners led the entire process – from strategic development to the design and experiential language – creating for Bank Hapoalim a groundbreaking new beginning in the digital banking era.
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