Anybody
can be anything!
Designing characters that encourage, educate and empower people to be bold about their finances.
Aarcha Suresh
Uns Jaya Pandit
Ambika Gautam
Sandeep Kumar
Rohit T
Midhun Murali
Project initiation, Planning and advocacy, research, conceptualisation and high-fid renders.
The human imagery in Axis Bank’s communications did not represent the average Indian.
Iterations were then done on various combinations of attributes and narratives to think beyond internalised biases and default imageries.
With the stories coming to shape, we needed to give them faces! References were collected, mostly from real life, with keen attention to tiny details that bring familiarity and relatability
Notice the collars
Fit of the shirt
Moodboard of Chacko, a rickshaw driver and farmer from Kerala who has brought up his family of 5 solely through gold and other small loans and low risk investments.
smol lil potbelly from recent reduced work in the field.
Round, droopy shoulders,
Slight slouch from driving
Cross necklace
Narrow, boxy shoulders
Kaavi/ check lungi
Blue-white bata slippers
Shiny black oiled hair
Some initial explorations of chacko
Chacko’s world!
Meet Chacko!
A little about Chacko
Chacko’s mornings always start with rubber tappings in the plantation. He likes to read his newspaper on his charukasera and listen to old hindi and malayalam songs while getting ready to leave with his rickshaw for the day. By night, he likes to help out with dinner, and lie down on the verandah looking up at the stars :) Oh also, Cricket is life for Chacko.
Basic info
Age
Pronouns
Family
From
Lives in
Income
43 years
He/ Him
Married with 3 kids
Kottayam, Kerala
Kottayam, Kerala
Rubber Plantation, Rickshaw
Expertise: Low-risk Savings & Deposits
This farmer-rickshaw driver from Kerala is THE person to go to for your concerns regarding low-risk financial planning for he has single handedly raised a family of 4, with his non-regular income for over 20 years!
Aspiration: Day-to-day finances
Chacko absolutely hates bank queues; On top of that his son who now stays in Mumbai does not stop talking about how convenient it is to take rickshaws there because everyone takes UPI payments.
Rohan
Farida
Aashita
Trish
Sudhir
Being generic was an evil we wanted to steer clear of. We even did a little exercise within ourselves to iterate on what kind of space the characters would have.
I made this one!
An exploration of Faridha’s space
Some stills from a campaign for Open- Axis Bank’s digital banking app
Your protection cover
secure health and life
Check your protection cover basis your income for a better tomorrow
© made with love, by team Accord.
Other projects
Accord
Illustration System for Axis Bank
modularity
Scaling an Illustration system
balancing structure and emotion
Locked
Vann mantra
Packaging illustration
Designing characters that encourage, educate and empower people to be bold about their finances.
Anybody
can be anything!
Aarcha Suresh
Uns Jaya Pandit
Ambika Gautam
Sandeep Kumar
Rohit T
Midhun Murali
Project initiation, Planning and advocacy, research, conceptualisation and high-fid renders.
The human imagery in Axis Bank’s communications did not represent the average Indian.
Iterations were then done on various combinations of attributes and narratives to think beyond internalised biases and default imageries.
With the stories coming to shape, we needed to give them faces! References were collected, mostly from real life, with keen attention to tiny details that bring familiarity and relatability
Notice the collars
Fit of the shirt
Moodboard of Chacko, a rickshaw driver and farmer from Kerala who has brought up his family of 5 solely through gold and other small loans and low risk investments.
Some initial explorations of chacko
Chacko’s world!
Meet Chacko!
A little about Chacko
Chacko’s mornings always start with rubber tappings in the plantation. He likes to read his newspaper on his charukasera and listen to old hindi and malayalam songs while getting ready to leave with his rickshaw for the day. By night, he likes to help out with dinner, and lie down on the verandah looking up at the stars :) Oh also, Cricket is life for Chacko.
Basic info
Age
Pronouns
Family
From
Lives in
Income
43 years
He/ Him
Married with 3 kids
Kottayam, Kerala
Kottayam, Kerala
Rubber Plantation, Rickshaw
Expertise: Low-risk Savings & Deposits
This farmer-rickshaw driver from Kerala is THE person to go to for your concerns regarding low-risk financial planning for he has single handedly raised a family of 4, with his non-regular income for over 20 years!
Aspiration: Day-to-day finances
Chacko absolutely hates bank queues; On top of that his son who now stays in Mumbai does not stop talking about how convenient it is to take rickshaws there because everyone takes UPI payments.
Faridha
A little about Faridha
Ever since her daughter left for Canada for her higher studies, Faridha has been living on her own and now, she absolutey loves it. She is a late riser and could be found roaming around the city on her old scooty. Spending time with her cats is her favourite part of the day!
Basic info
Age
Pronouns
Family
From
Lives in
Income
55 years
She/ Her
Widowed, with 1 daughter
Allahabad, UP
Allahabad, UP
Rented spaces, Stock returns
Expertise: Investments
Farida’s financial life took an interesting turn when her father gifted her some stocks on her Wedding. Her interest spiked; She has been taking care of the faily finaces since then. Her expertise lies in Mindful Investments and would be the best person to consult if you have inhibitions about it :D
Aspiration: Day-to-day finances
Ever since her daughter moved abroad, she has been getting tired of taking others’ help to recharge her phone, or order things online. So her current goal is to get better at Day-to-day finances.
Being generic was an evil we wanted to steer clear of. We even did a little exercise within ourselves to iterate on what kind of space the characters would have.
I made this one!
An exploration of Faridha’s space
Some stills from a campaign for Open- Axis Bank’s digital banking app
Your protection cover
secure health and life
Check your protection cover basis your income for a better tomorrow
© made with love, by team Accord.
Other projects
Accord
Illustration System for Axis Bank
modularity
Scaling an Illustration system
balancing structure and emotion
Locked
Vann mantra
Packaging illustration
Designing characters that encourage, educate and empower people to be bold about their finances.
Aarcha Suresh
Uns Jaya Pandit
Ambika Gautam
Sandeep Kumar
Rohit T
Midhun Murali
Project initiation, Planning and advocacy, research, conceptualisation and high-fid renders.
Anybody
can be anything!
The human imagery in Axis Bank’s communications did not represent the average Indian.
Iterations were then done on various combinations of attributes and narratives to think beyond internalised biases and default imageries.
With the stories coming to shape, we needed to give them faces! References were collected, mostly from real life, with keen attention to tiny details that bring familiarity and relatability
The charukasera right next to the thinna/ window of verandah
Rickshaw could be customised
The oddly bright walls
Chai on the charukasera is a must
Curly hair,
cheek bones
lean and toned arms
Thorthu/ towel on head while working
Motifs on the verandah
Notice the collars
Banana hung in kitchen/ bedrooms to ripe :p
Fit of the shirt
Kerala landscape,
small shops
Name of rickshaw could be cricket related/ kid’s name
Rubber plantations in monsoon
Typically has lines/ marks because of the instrument/ tray used to flatten it
Rubber sheets left to dry.
This thing stinks the place up :3
Moodboard of Chacko, a rickshaw driver and farmer from Kerala who has brought up his family of 5 solely through gold and other small loans and low risk investments.
smol lil potbelly from recent reduced work in the field.
Round, droopy shoulders,
Slight slouch from driving
Cross necklace
Narrow, boxy shoulders
Kaavi/ check lungi
Blue-white bata slippers
Shiny black oiled hair
Some initial explorations of chacko
Chacko’s world!
Meet Chacko!
Basic info
Age
Pronouns
Family
From
Lives in
Income
43 years
He/ Him
Married with 3 kids
Kottayam, Kerala
Kottayam, Kerala
Rubber Plantation, Rickshaw
Aashita
A little about Aashita
Aashita is a bass player from Kolkata. She mostly on the road with her band, performing her original Indian funk music that. She loves performing but hates dealing with the press. She also creates content mainly on music and life with PCOD. She enjoys her alone time with tea, and a book. Aashita has a carefully curated playlist for every mood!
Basic info
Age
Pronouns
Family
From
Lives in
Source of income
28 years
She/ Her
Single
Kolkata,W.B
Travels
Bass player, Content creator
Expertise: Risk Management, Forex
Her financial expertise lies in Insurances because her family was highly affected by Covid. She also knows a lot about Forex Cards because of how much she travels for music tours.
Aspiration: Savings, investments, Tax savings
She wants to get the perks of credit card but has a spending problem. Also, on her travels she met a lot of people who travel without jobs and just by investing, so she wants to learn about it.
Being generic was an evil we wanted to steer clear of. We even did a little exercise within ourselves to iterate on what kind of space the characters would have.
I made this one!
An exploration of Faridha’s space
Some stills from a campaign for Open- Axis Bank’s digital banking app
Your protection cover
secure health and life
Check your protection cover basis your income for a better tomorrow
© made with love, by team Accord.
Other projects
Accord
Illustration System for Axis Bank
modularity
Scaling an Illustration system balancing structure and emotion
Locked
Vann mantra
Packaging illustration
Designing characters that encourage, educate and empower people to be bold about their finances.
Aarcha Suresh
Uns Jaya Pandit
Ambika Gautam
Sandeep Kumar
Rohit T
Midhun Murali
Project initiation, Planning and advocacy, research, conceptualisation and high-fid renders.
Anybody
can be anything!
The human imagery in Axis Bank’s communications did not represent the average Indian.
Iterations were then done on various combinations of attributes and narratives to think beyond internalised biases and default imageries.
With the stories coming to shape, we needed to give them faces! References were collected, mostly from real life, with keen attention to tiny details that bring familiarity and relatability
The charukasera right next to the thinna/ window of verandah
Rickshaw could be customised
The oddly bright walls
Chai on the charukasera is a must
Curly hair,
cheek bones
lean and toned arms
Thorthu/ towel on head while working
Motifs on the verandah
Notice the collars
Banana hung in kitchen/ bedrooms to ripe :p
Fit of the shirt
Kerala landscape,
small shops
Name of rickshaw could be cricket related/ kid’s name
Rubber plantations in monsoon
Typically has lines/ marks because of the instrument/ tray used to flatten it
Rubber sheets left to dry.
This thing stinks the place up :3
Moodboard of Chacko, a rickshaw driver and farmer from Kerala who has brought up his family of 5 solely through gold and other small loans and low risk investments.
smol lil potbelly from recent reduced work in the field.
Round, droopy shoulders,
Slight slouch from driving
Cross necklace
Narrow, boxy shoulders
Kaavi/ check lungi
Blue-white bata slippers
Shiny black oiled hair
Some initial explorations of chacko
Chacko’s world!
Meet Chacko!
Basic info
Age
Pronouns
Family
From
Lives in
Income
43 years
He/ Him
Married with 3 kids
Kottayam, Kerala
Kottayam, Kerala
Rubber Plantation, Rickshaw
Aashita
A little about Aashita
Aashita is a bass player from Kolkata. She mostly on the road with her band, performing her original Indian funk music that. She loves performing but hates dealing with the press. She also creates content mainly on music and life with PCOD. She enjoys her alone time with tea, and a book. Aashita has a carefully curated playlist for every mood!
Basic info
Age
Pronouns
Family
From
Lives in
Source of income
28 years
She/ Her
Single
Kolkata,W.B
Travels
Bass player, Content creator
Expertise: Risk Management, Forex
Her financial expertise lies in Insurances because her family was highly affected by Covid. She also knows a lot about Forex Cards because of how much she travels for music tours.
Aspiration: Savings, investments, Tax savings
She wants to get the perks of credit card but has a spending problem. Also, on her travels she met a lot of people who travel without jobs and just by investing, so she wants to learn about it.
Being generic was an evil we wanted to steer clear of. We even did a little exercise within ourselves to iterate on what kind of space the characters would have.
I made this one!
An exploration of Faridha’s space
Some stills from a campaign for Open- Axis Bank’s digital banking app
Your protection cover
secure health and life
Check your protection cover basis your income for a better tomorrow
© made with love, by team Accord.
Other projects
Accord
Illustration System for Axis Bank
modularity
Scaling an Illustration system balancing structure and emotion
Locked
Vann mantra
Packaging illustration