Walutomat's 10th birthday | Mural

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Walutomat's 10th birthday | Mural Case Study

To celebrate its jubilee, Walutomat – currency exchange service – has prepared something special for its 10th birthday – a mural was painted in the center of Poznań and I had the pleasure to create the design.

Walutomat communicates mainly online, but for the round anniversary the Brand needed a campaign that would go beyond the Internet zone and highlight the Service’s origins and its attachment to the city where it all began – Poznań. Although the website was launched in 2009, it was not associated as a local business by Poznań inhabitants. So the challenge was to create a design that emphasized such a significant anniversary, but also anchor the brand locally.

Scope of project:
- creating a mural design consistent with the Walutomat visual identification system
- designing a website about the mural and the assumptions of birthday contests
- preparing a draft of gadgets with mural-theme
- designing a graphics for social media

Check out the making off 👇👇👇

Stages of the mural project

I started working on the project by collecting basic guidelines. The design area and shape were determined by the wall of the building on which the mural was to be placed. When it comes to color scheme, I wanted the graphics to be in brand colors and to enhance the existing branding.

The main assumption of the emerging graphic was that it should inform about the round jubilee in an interesting way – so the starting point was digit 10. I prepared a few projects, but the most colorful one – with a patchwork ten – was chosen. I had the opportunity to carry out the project in the style that is closest to me: full of intense hues, with a strong color accent. I wanted the mural to stand out with its color palette, evoking positive associations with the Brand.

I wanted to emphasize the brand color of Walutomat - that’s why the blue color dominates in the design. Additional colors that I proposed are navy blue and sky blue (which complement the brand color), and accent colors: magenta, orange and yellow.

Intense colors are memorable and catch the eye from a distance, but most of all they brighten the gray urban landscape.

Execution

Good Looking Studio was responsible for creating the mural. Moreover, the Studio prepared a photo shoot of the mural and video – it is a great documentation of the project and a keepsake.

Gadgets

I used the modular pattern from the mural to create a limited edition of gadgets for Walutmat’s 10th birthday. I wanted the gadgets to look like a nice item that you want to use.

First I created a suitcase which was an award in the photo competition. Initially, I assumed that the print with the mural would only appear on the suitcase, but that gadget was very popular, so the pattern was also duplicated on other items: backpacks, cotton bags and mugs.

Animations for social media

The promotion of the jubilee consisted of many online and offline activities. The presented key visual was continued while creating the graphics, e.g., for the birthday landing page. As a result, the campaign language was consistent and orderly across all channels.

The patchwork pattern came to life in simple animations that I created for the needs of social media.

Summary of the birthday campaign

The mural decorated the wall of the building at Kórnicka Street in Poznań for a month. It was in an attractive location: in close vicinity to a large shopping mall, Poznań University of Technology and a significant communication junction on the route of many Poznań inhabitants. It is estimated that even tens of thousands of people could see it, which affected the great recognition of the brand.

Employee feedback

Walutomat’s employees expressed positive opinions about the mural and appreciated the local promotional events. They were very eager to take part in competitions where they could win gadgets with a mural theme.

Media publications

The mural attracted considerable interest from marketing and financial websites. There were several publications and articles about it on services such as wirtualnemedia.pl, nowymarketing.pl, comparic.pl, pap.pl, fxmag.pl or strefawalut.pl. Advertising Value Equivalent amounted to PLN 18 400. The mural has also gathered complimentary comments on social media.

I am delighted that I could design a mural for Walutomat's 10th birthday and actively participate in the entire campaign. Additionally, it fills me with joy that the mural was created in Poznań – the city where I have been living and creating for several years.