Indonesia’s digital banking market was crowded and fast-moving, dominated by legacy institutions and tech giants. Into this space stepped Bank Saqu, a joint venture between Astra and WeLab, with a bold vision: to empower solopreneurs across the country with smarter, more flexible financial tools. The challenge was clear — how to create a brand that could standout in a saturated landscape while truly resonating with entrepreneurial Indonesians.
The name itself set the tone. “Saqu,” drawn from the Indonesian word saku (pocket), nods to the bank’s innovative banking “pockets” feature. It also carries a subtle echo of bangsa-ku (my nation), embedding a sense of pride and local ownership. From this foundation, we developed a mobile-first visual identity and user experience designed for digital natives — prioritizing clarity, agility, and empowerment. Every element, from the design system to UI/UX components and architecture frameworks, was crafted to scale seamlessly across platforms and partnerships.
By late 2023, Bank Saqu had made its mark. Within six months, it reached over one million customers, carving a distinct identity in a crowded market. The brand story and cohesive experience not only accelerated onboarding but also fostered loyalty among solopreneurs. Today, Saqu stands as a benchmark for localised digital banking innovation in Southeast Asia.
