NLB Banka needed to promote its Smart POS service, the first certified tap-on-phone solution in the market. Technically, it was simple: install an app, accept card payments, no extra hardware. But small merchants and customers, the ones who needed it most, are the hardest audience to move. Taxi drivers, bakers, florists, barbers... People running on tight margins and tighter schedules, for whom "new banking technology" usually means something scary and costly.
Every merchant had the same mental block: card payments require a machine I don't have. Nobody had told them the machine was already in their hand. This is where the real creative opportunity was, not in explaining features, but in collapsing an old belief in a single glance.
If the phone is the terminal, then the phone should look like it belongs in that merchant's world. Each visual had to feel like it grew directly out of the business itself. So the phone became the taxi, the barbershop, the pharmacy.
We built one consistent system and let it flex across six distinct small business worlds: coffee shop, taxi, market, barbershop, florist, pharmacy. Same layout logic, same NLB visual language, same core proof point (the card, the tap, the transaction).
This is applied behavioral thinking. You don't change behavior by adding information, you change it by changing what people notice. The merchants didn't need a spec sheet. They needed to see themselves already using it.
Pillars used: Creative & Production
Have a problem worth solving?
We don’t have a sales team. Tell us what you’re working on and we’ll tell you honestly if we’re the right fit.