Erste Digital
A campaign that gets developers to care about software
maintenance, without making it feel like a lecture.
Branding
Motion
Editorial & Print
Illustration
Project Title
Erste Digital - IT Resilience Campaign
My Role
Designer, Art Director
Period
2025
Key Results
The campaign was originally planned as a handful of videos and posters. Designed to feel like mascots people could identify with, the characters resonated immediately: once shown at a department event, colleagues responded with such enthusiasm that the department pushed to expand the campaign well beyond its original brief.
01︱CHALLENGE
At an organisation the size of Erste Digital, hundreds of interconnected systems run across the whole group, and neglecting one can quietly affect many others. Erste Digital's internal communications wanted developers and IT staff to be more aware of that responsibility, without the campaign coming across as finger-pointing or another compliance reminder they'd tune out.
02︱APPROACH
The concept personified IT solutions as a cast of characters designed to feel like digital pets, something closer to Tamagotchis than infographics, that needed care and attention to stay healthy. That framing was built to create an emotional connection to something otherwise abstract, encouraging developers to think about the systems they maintained the same way they might think about something living.
03︱SOLUTION
As designer and art director, I created the character design and illustration underpinning the campaign, and designed the full system of assets: posters, stickers, merch, and digital formats. I briefed and directed external motion designers to bring the characters to life, and kept the content modular so departments could adapt it for their own rollouts.
