Motion Design

At Handelsbanken, I was responsible for creating motion graphics and video content that translated complex information into clear, engaging visual stories. From product explanations and legal updates to financial information and education, I developed animations and video materials that aligned with the bank’s brand identity and communication goals. The work was published across social media, internal screens, and YouTube, serving both marketing and informational purposes.

Handelsbanken, one of Sweden’s leading banks, has built its brand on the principles of decentralization, customer focus, and local decision-making. However, the evolving landscape of banking presents significant challenges as the institution navigates regulatory pressures, technological advancements, and shifting customer expectations.
Communicating effectively with a diverse range of stakeholders—including customers, investors, regulators, and employees—has become increasingly critical.
The bank’s approach for Communicating effectively with a diverse range of stakeholders involves a multifaceted strategy that utilizes various video materials to convey its messages clearly and engagingly. This format allows Handelsbanken to address various topics, from sustainability initiatives to financial education, ensuring that all voices are heard. This harmony between channels not only strengthens brand recognition but also enhances customer engagement, leading to increased conversions.
My Mission
My primary responsibility was to create motion graphics and video—through animation or illustrated content—to communicate various types of commercial messages and information in a clear and engaging way. The challenge often lay in simplifying and clarifying complex subjects, such as product functionalities, workflows, or legal changes, without distorting the core message. This required a balance between visual storytelling and informational accuracy, while ensuring accessibility often to as broad an audience as possible.
My role as a Graphic Designer involved working on motion graphics and video production projects for Handelsbanken, with a focus on creating engaging content.
The creative process typically included concept development, scriptwriting or storyboarding, designing visual assets, animating elements, editing footage, adding sound design, and delivering the final product.
Throughout each project, I collaborated closely with both clients and members of the creative team. I was also responsible for ensuring that the messaging remained clear, the visuals were compelling, and everything aligned with the brand’s identity.
Tools used: Photoshop, Illustrator, After Effects, Premiere Pro.
The examples in this section were published on social media, on central and local branch screens, and on our YouTube channels, and were used for both informational and marketing purposes.

Tactical campaign, Mortgage Pre-Approval Applications

As part of a tactical campaign designed to enhance mortgage pre-approval applications amidst increasing competition, I was responsible for designing and producing responsive static and motion-based banner ads. These ads aimed to capture attention, improve engagement, and drive conversions across multiple platforms, ultimately supporting Handelsbanken’s growth in a competitive market.

Handelsbanken has a strong presence in the financial market but stared facing growing competition in the Mortgage pre-approval market from innovative new entrants who has reshaped customer expectations and the banking landscape.
Amid increased competition and shifting consumer preferences, businesses were under pressure to strengthen their marketing efforts. Tactical campaigns were one important tool used to capture attention and support brand growth through more targeted, responsive strategies.
As part of a tactical campaign aimed at increasing mortgage pre-approval applications, I was responsible for the design and production of both static and motion-based banner ads. Handelsbanken faced growing competition from innovative new players in the mortgage market, which led to an increased need for responsive, visually engaging marketing assets.
My role involved creating a suite of responsive banners — both static and video — optimized for various platforms and screen sizes. These assets were tailored to deliver targeted messaging that supported the campaign’s strategic objectives, such as increasing visibility, improving click-through rates, and driving pre-approval interest.

Redesign of Xact’s Website

For this project, I was tasked with designing a more visually compelling website
for Xact, Handelsbanken’s sub-brand focused on simplifying financial solutions. Combining graphic design principles with key UX elements, the mission aimed to create a more user-friendly and responsive digital experience. The redesigned website should reflect Xact's commitment to transparency, efficiency, and customer-centric service.

Xact is a sub-brand of Handelsbanken, specializing in delivering innovative financial solutions tailored to meet the needs of modern consumers. The brand is dedicated to simplifying banking processes through digital tools and intuitive interfaces, targeting primarily tech-savvy individuals and businesses. With a strong emphasis on transparency and customer-centric service, Xact aims to elevate the banking experience by prioritizing both efficiency and accessibility.
The fintech landscape has become increasingly crowded, with numerous competitors offering similar digital banking services. In response to this growing competition, Xact recognized the need for a refreshed, simpler, and more user-friendly website to better engage its audience.
The mission was to design a new, user-friendly, and visually appealing website for Xact, a sub-brand of Handelsbanken specializing in innovative financial solutions. Xact aimed to simplify investment processes for tech-savvy consumers, offering digital tools and accessible services. The company sought to refresh its online presence and create a more engaging and streamlined user experience. The goal was to enhance the brand's accessibility, improve user interaction, and create a modern, responsive website that aligns with Xact's commitment to transparency and customer-centric service
As a graphic designer, my role was to combine strong visual design principles with UX considerations to craft an intuitive, attractive, and functional website.
This involved balancing both aesthetics and usability to ensure that the final product was not only visually compelling but also intuitive and easy to navigate for various user segments.
My work included:
- Wireframing and Layout
- Visual Design
- Prototyping and User Interaction
  Although this was not a pure UX design project, I integrated essential UX elements by creating interactive prototypes in Figma. These prototypes helped simulate user interactions and allowed for testing of navigation flows and overall usability. It was an opportunity to refine the design, ensuring that it also functional and easy to use.
- Final Deliverables and support for the development team

Brand campaign

As part of a broader brand initiative for Handelsbanken, I was part of a team tasked with designing a flexible and scalable campaign that would reflect the bank’s core values. My role involved creating adaptable ad templates and example materials, ensuring that local and regional teams could easily customize them while maintaining a unified brand identity. This approach allowed the campaign to resonate across diverse markets while staying true to the essence of Handelsbanken’s commitment to personal, customer-focused service.

Handelsbanken often faces a significant challenge due to its decentralized structure, making it difficult to produce unified and professional materials, as most initiatives originate at the local branch level. At the same time, there is a strong demand for support locally, often addressed by the central marketing department. To resolve this, a brand platform was launched, providing a variety of resources for regional and local teams. These resources included images, texts, logos, and ready-made ad templates that could be used as-is or easily adapted to meet regional and local needs.
We were tasked with creating a brand campaign that would emphasize Handelsbanken’s traditional values, particularly the personal connection with clients and the ability to interact with a real person nearby. The mission was to craft a campaign that not only highlighted these values but also aligned seamlessly with Handelsbanken’s brand platform. This was an effort to implement the idea of creating campaign materials that could be easily adapted to meet the needs of various local markets.
The challenge was to create a campaign that felt personal and approachable, reflecting the bank’s commitment to customer relationships, while also being flexible enough to cater to different regional requirements.
As a graphic designer, my role was to bring the campaign to life in line with Handelsbanken’s style, ensuring the design was both flexible and scalable.
I developed several example ads and template documents that could be used for local and regional initiatives, allowing for easy adaptation while maintaining a consistent brand identity.

Localized Advertising for a decentralized Structure

Handelsbanken’s decentralized structure allows each branch to shape its identity and connect with local communities. As a graphic designer, my role was to create adaptable and strategic ad materials meeting the specific needs of each branch, ensuring brand consistency and helping each branch deliver targeted, community-focused messages.

At the core of Handelsbanken's operations lies its decentralized structure, where individual branches play a pivotal role in shaping the bank's identity and customer relations. This autonomy allows each branch to tailor its services and marketing efforts to the unique needs of its local community.
A significant portion of marketing initiatives originates from these local branches, encompassing a diverse range of activities. Events are a cornerstone, fostering direct engagement with customers and strengthening community ties. In addition to events, local advertising constitutes a substantial part of the marketing budget, enabling branches to effectively communicate with their target audience through various channels.
This approach underscores Handelsbanken's commitment to personalized service and deep-rooted community involvement, ensuring that marketing strategies resonate with the values and expectations of each locality.
My mission was to swiftly comprehend the diverse and often rapidly changing local marketing and communication requirements of various branches. Even though there is a centralized marketing department, each branch often operates as an independent profit center, responsible for its own marketing initiatives . This necessitated a flexible and efficient process to support their needs.
The challenge was to develop advertising materials that not only reflected the local context and resonated with the community but also adhered to Handelsbanken's stringent brand guidelines. These materials had to be adaptable, enabling branches to customize them for specific events, promotions, or informational campaigns, while maintaining brand consistency.
My role as a graphic designer was to create advertisements from scratch, based on Handelsbanken’s brand guidelines. The assignments ranged from adapting centrally developed campaigns to producing entirely original, locally driven initiatives. Each project often involved a consultative process, offering guidance on everything from messaging and copywriting to visual design and image selection.
Depending on the needs of the branch, I either coordinated professional photo shoots or provided creative direction to local photographers they had engaged themselves
The selection of ads featured in this section illustrates the diversity of this type of assignment — in terms of objectives, messaging, geographic focus, visual framing, and format.
Each project was developed to meet unique local requirements while remaining aligned with Handelsbanken’s brand identity.
The work reflects the broad scope of local marketing needs, ranging from promotional messaging and community events to service announcements and informational outreach.
These examples showcase how strategic communication, even at a hyper-local level, can be executed with consistency, and strong visual impact.

Sustainability Reports

As a graphic designer at Handelsbanken, I was tasked with transforming complex sustainability data into visually compelling reports that resonated with diverse stakeholders. By balancing data visualization with the bank’s core values of trust and stability, I crafted reports that were not only informative but also engaging.
My design approach ensured clarity, transparency, and alignment with Handelsbanken’s sustainability goals, ultimately reinforcing its commitment to a more sustainable future.

Handelsbanken has built a strong brand rooted in trust, stability, and long-term relationships. As the bank continues to prioritize sustainability, it faces the challenge of effectively communicating its commitment through various reports. Translating complex sustainability initiatives into clear, engaging narratives is no easy feat.
The challenge lies in presenting detailed ESG data in a way that is both transparent and accessible to diverse stakeholders, while reinforcing the bank’s brand identity. Through carefully crafted sustainability reports,
Handelsbanken strives to showcase its environmental, social, and governance efforts, balancing comprehensive information with a compelling visual narrative that speaks to both current and future generations.
As a graphic designer creating Handelsbanken’s sustainability reports, my mission was to transform complex ESG data into clear, visually compelling narratives. From a design perspective, my goal was to balance data visualization with the bank’s brand aesthetics, ensuring the reports were both informative and visually engaging.
The design process began with a deep understanding of the bank’s sustainability goals, such as achieving net-zero emissions by 2040 and promoting responsible financing . Collaborating closely with sustainability experts, I ensured that the reports accurately reflected these objectives.
I focused on creating intuitive layouts and impactful infographics that simplified intricate information, making it accessible without compromising on detail. Typography and color schemes were carefully chosen to align with the bank’s brand identity, emphasizing trust and stability.
The reports were meticulously crafted to comply with European Sustainability Reporting Standards (ESRS), ensuring transparency and clarity . Once finalized, the reports were delivered in both PDF and printed formats, ensuring accessibility for all stakeholders.
This process not only showcased Handelsbanken’s commitment to sustainability but also reinforced its brand values through thoughtful and strategic design.