Abstract
<jats:p>Researchers note the importance of digital marketing communications carried out through a banking app, which automates customer service and interaction processes and also fosters customer loyalty. Branding helps create a con-sistent visual and emotional image, enhances customer loyalty, and increases trust in digital products. The processes of user interface branding remain understudied in both theoretical and applied contexts. The goal of the study was to develop and theoretically substantiate an integrative branding methodology for user interfaces of banking applications, combining visual, functional, and emotional brand components, and to determine the procedure for its application in the design process. The research methods used in the study included comparative analysis and benchmarking of digital solutions in the banking sector, design, prototyping, and usability testing of UX/UI interface designs based on the de-veloped branding methodology. This paper examines aspects of user interface branding, explores the influence of brand attributes on the perception of digital financial products, and identifies opportunities for integrating brand concepts into the user interface of banking applications. Based on the analysis, three main approaches to user interface branding are identified: visually oriented, functionally adaptive, and emotionally gamified. These approaches served as the basis for the development of an integrative methodology that ensures the integrity and expressiveness of the user experience. The scientific innovation lies in the development of a new integrative branding method that combines vis-ual, functional, and emotional aspects, taking into account the specifics of the banking sector. As a result, the brand goes beyond the limitations of visual appeal, convenience, or engagement, ensuring a comprehensive perception and interaction, integrating into the customer's everyday experience and forming a lasting emotional and rational connec-tion with the product.</jats:p>