As a financial institution with emphasis on digital growth, Hong Leong Bank Berhad (HLBB) wanted to connect to its customers across all web and social media platforms by sending a warm Hari Raya Aidilfitri greeting to all its customers and stakeholders.
Rather than just customary Raya well-wishes, HLBB wanted to send a more profound and evocative message that explored the true meaning of Hari Raya Aidilfitri. HLBB challenged us to come up with an online banner that would show the meaning of Hari Raya in a clear manner while keeping in line with HLBB’s brand character.
We came up with 6 different concepts to convey the various significance of Hari Raya Aidilfitri. The celebration was traditionally marked with fireworks, sparklers and colourful lamps being lit at night. It is also time for forgiveness among the Malay community where bonds are strengthened between friends and family.
As the official symbol of Islam, the crescent moon with a star would closely reflect Hari Raya Aidilfitri as an Islamic religious festival. Light was an integral part of the visual, supported by the message ‘Shine with love and tenderness this season of forgiveness’.
Another option we provided for this concept was based on oil lamps. These are typically used to decorate the house during the Raya season, and supported the concept beautifully.
For a second concept, we decided on the message of unity as Hari Raya Aidilfitri was a season where friends and family returned home from far and wide. Unity was symbolised through the weave of a ketupat to show the spirit of togetherness. Hence, the visual was supported with the subhead ‘Season of togetherness.’
Our third concept combined the colour blue – the dominant colour of HLBB – and green, the colour of Islam. We opted to create a more interesting typography using the Arabic words of Eid Mubarak for the celebration of Aidilfitri to merge with the symbolic visuals of Islam.
Our final and selected concept used Islamic geometric patterns with a direct greeting. We opted for a light blue background to make the banner stand out in HLBB main page. This design was the best fit for HLBB’s tone as a modern, digitally-focused bank.