Slice Bank — designing a digital banking experience rooted in India.
TLDR
Slice needed their website to catch up with their positioning as the new bank for India. The brand was already strong; the site wasn't. Over about a month, we explored directions in week one, locked creative direction and built the artwork in week two, and supported Slice's engineering team through build in weeks three and four. The result is a scroll-driven journey across Indian landscapes, from Pangong Tso to the Valley of Flowers, tied to how people actually use the product. We've partnered with Slice on various projects since 2023.
The Brief
Slice came to us to revamp their website. The brand itself was in good shape, but the site needed to grow into their ambition of being the new bank for India.
The work split across four weeks: exploring directions, locking creative direction, building the artwork, and then supporting their internal engineering team through implementation.
The Challenge
Digital banking websites often feel generic. They talk about money, features, and numbers, but rarely about the people using them.
Slice wanted something different. A website that felt rooted in India and reflected the everyday lives of the people it serves.
The Approach
Week one was about options. We produced several directions and the Slice team stayed close throughout, choosing between approaches instead of waiting on a single pitch. In week two we moved to creative direction and built the artwork using Midjourney and Gemini, which let us create a fully illustrated visual world quickly without giving up control over how it looked. Holding consistency across an entire site of generated scenes was the hard part, and most of the work went into the direction. The hero section alone went through more than thirty iterations before we settled.
The whole site reads as one continuous journey through India:
- Pangong Tso to open, for stillness and clarity
- The Himalayas for steady, compounding growth
- The rivers of India for the easy movement of money
- Chai and samosas, because that's where money actually lives
- The Valley of Flowers to close, for color and abundance
The goal wasn't to explain banking. It was to make banking feel familiar.
Designing in Motion
The website was designed as a connected journey rather than a collection of sections. Each scene transitions into the next through subtle animations, creating a sense of movement across both geography and financial milestones.
In weeks three and four we supported Slice's engineering team through build. We wrote thorough technical documentation and prototyped every interaction in Figma, Jitter, and Lottie, documenting each animation property so nothing was left to interpretation, and stayed on calls through implementation.
The Outcome
The finished site balances clear product communication with a story that feels unmistakably Indian, and it holds to what Slice is building toward: banking that's simpler, more transparent, and more accessible. It landed well with their audience and got good traction after launch.
We've partnered with Slice across various projects since 2023, and this one pushed us on tight deadlines, technical depth, and learning from a strong internal team. Thanks to Shrikant, Yudan, and Varsha from Slice. We had fun working on this one.
Since launch
Slice reported profitability in its first full year as a bank, with revenue up 2.3x.
