The proposed brand direction embraces a bold, expressive energy, targeting digital natives with confidence and relevance. Visually, it draws from Gen Z culture — trend-conscious, socially fluent, and unapologetically vibrant — while maintaining a grounded sense of trust and polish expected of a financial institution.

Seabank positions itself at the intersection of convenience, technology, and youth culture. Designed to serve digital-first users across Indonesia, its identity needed to convey both immediacy and trust. The logo captures this balance — expressive in spirit, grounded in form.

The brand was developed with a deep understanding of the Indonesian fintech landscape and Gen Z user behaviors. Rather than default to surface-level design trends, the approach prioritized resonance: how the brand feels, speaks, and behaves within real-life usage. Extensive audience research informed the tone, color choices, and touchpoints — resulting in a brand identity built not just to look appealing, but to be culturally and functionally relevant.

The primary brand color draws from Shopee’s signature orange, creating seamless alignment across Sea Group’s ecosystem. A supporting palette of off-white, charcoal grey, and black provides balance, offering flexibility across both light and dark environments.

General Grotesque was selected as the brand’s typeface for its contemporary geometry, legibility, and character. It balances modern digital utility with a touch of editorial sharpness — appropriate for both interface design and brand communications.

While the brand lives primarily in digital formats, a visual system for physical stationery was developed to demonstrate adaptability. The applications remain clean, structured, and restrained — extending the identity into print with clarity and coherence.

The advertising visuals extend Seabank’s identity across campaign touchpoints — bold layouts, punchy copy, and striking color usage ensure high visibility in digital and urban contexts. These mockups demonstrate how the brand holds a strong, recognizable voice across formats, from mobile banners to street posters, all while remaining true to its audience-first strategy.

Advertising concepts further define Seabank’s voice: energetic, personable, and audience-aware. The campaign visuals deliver clear value messaging with youthful boldness — positioning Seabank not only as a product, but as a relatable digital lifestyle brand.

This speculative rebrand was presented to the design leadership at Shopee during the internship wrap-up, where it was well received for its insight into the Indonesian market and its creative alignment with younger users. While not an official direction, the project served as an imaginative proposal for how Seabank could evolve with its audience in mind.