Studio Behind 90 took over the illustration system portion of ASNB’s official brand guidelines. The objective was to replace static templates with a highly adaptive visual language capable of scaling across both print and digital touchpoints.
Lottie Animation
A major requirement for this project was creating assets ready for Lottie animation. Because our studio continuously invests in technical experimentation, this preparation paid off seamlessly.
Instead of treating motion as an afterthought, we baked animation logic straight into the foundational line work. By mapping out the visual hierarchy during a raw, transparent sketch phase, we delivered lightweight Lottie JSON files. These assets load instantly and retain their high-energy impact across the ASNB app and web interfaces without lagging.
The AI Service Mascot
While building the design system, we conceptualized a specialized asset to represent the automated elements of ASNB’s digital services: a friendly, compact robot.
We engineered the character with strict structural logic, ensuring it remained highly legible on tiny smartphone menus and app dashboards. The asset was an instant hit. It quickly evolved from a simple interface graphic into the official, permanent brand mascot for all AI-driven features within the ASNB app—turning an abstract financial service into an approachable, memorable user experience.
Outcome
We delivered a robust, futuristic extension to the ASNB brand guide. By moving away from rigid, conventional design rules, we provided an interactive asset ecosystem that protects their visual identity and keeps their brand unmistakable at every user touchpoint.
Client: Jewel Digital Ventures
Creative Director: Lai
Illustration Design: CS Lee
Animation: Lai, CS Lee