Commonwealth Bank of Australia, a trusted name in financial services, holds a wealth of data on Australians' spending habits and economic behaviours. They recognised the potential in this data—not just as numbers on a spreadsheet, but as stories that could educate and inspire their audience. To achieve this, they launched Signals, a platform designed to transform raw financial data into animated infographics that made insights accessible, engaging, and actionable.
The challenge was clear: how do you take complex datasets and turn them into something visually dynamic, easy to understand, and meaningful to millions of Australians? This was where I came in, working closely with CBA, Imagination, and a team of illustrators to bring Signals to life.
My role focused on developing the art direction and overseeing the production of animations and visuals that would become the backbone of Signals. The process began with crafting a strong visual identity for the platform, ensuring it felt both modern and approachable. Working closely with illustrators, we created a style that balanced clarity with creativity—clean typography, bold colour palettes, and relatable illustrations that turned numbers into narratives.
Each dataset required storyboarding, where we mapped out how the data would flow into animations. These weren’t just static visuals; they were designed to feel alive, with smooth transitions that guided viewers through the content intuitively. The animations weren’t just aesthetic—they served a purpose: to hold attention, spark curiosity, and make complex financial trends relatable to everyday life.
Illustrations played a crucial role in humanising the data. From abstract graphs to playful character designs, every element was thoughtfully crafted to support the insights being shared. The result was a seamless integration of content, design, and animation that made even the most technical subjects feel approachable.
Signals wasn’t just a website; it became an interactive hub of knowledge. By combining dynamic design with thoughtful storytelling, Signals achieved what traditional reports often failed to: engagement. Users could immerse themselves in data stories that felt relevant to their lives, while stakeholders within CBA celebrated the platform’s ability to communicate complex financial trends effectively.
The animations and visual style garnered positive feedback from both internal teams and the audience, proving that financial data doesn’t have to be dry or overwhelming. Signals demonstrated how accessible design and strategic storytelling can transform how people interact with and understand information.
Signals is a perfect example of how creativity and strategy can turn raw data into something impactful. It was a privilege to work with such a forward-thinking team, helping CBA reimagine how they use their resources to empower Australians. For me, this project reinforced the idea that great design isn’t just about making something look good—it’s about making it meaningful, engaging, and human.
Through Signals, we showed that even the most technical information could spark interest and connection, proving that financial institutions can tell stories just as compelling as any brand.
