Wise: Bring Tradition Home

Project Overview:

The Brief

Set by D&AD, the brief was to use storytelling to show why Wise is the best option for people who frequently exchange money and deal with multiple currencies. The deliverables could be a physical or digital experience, a product feature, or a broader brand awareness campaign or film. The chosen concept had to target one of four groups: travellers, global networkers, relocators, or nomads.

The Problem:

Digital nomads often feel disconnected from their culture and community while living abroad.

In 2024, there are about 40 million digital nomads worldwide. While their lifestyle helps spread culture and build connections with locals through shared traditions and experiences, constantly moving can make them feel disconnected from their own roots. Many also struggle with loneliness and a loss of identity, especially in places where language barriers make it hard to truly belong.

The Solution:

Tradition Tiles encourage digital nomads to explore local culture and support communities, creating a deeper sense of belonging through the Wise app.

Tradition Tiles make it easier for digital nomads to connect with the places they visit. By doing things like trying local food or shopping at small businesses, they collect tiles that unlock new cultural experiences and hidden spots. It helps nomads feel more connected and less like outsiders, turning their travels into something more meaningful.

Tradition Tiles:

Tiles

Ceramic tiles are a way for cultures to artistically represent themselves. By taking this idea of artistic representation and gamifying it, digital nomads now have a way to connect with different cultures and expanding their global cultural network. I took inspiration from cultural tile designs from various countries to create my own tiles that can be rearranged together to create patterns for the campaign.

Rewards:

Spatial Communication:

App

The app feature was designed to match Wise’s existing look and feel, using similar layouts and user flows so it fits seamlessly into the experience. Users can open the map to find nearby places where they can unlock tiles by taking part in local cultural activities. There's also a collection page where they can see which tiles they've earned and where they found them. As they explore and collect, they earn Wise Points. These points represent the knowledge and cultural insight gained along the way and can be used to unlock hidden tiles and experiences.