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Online banking newcomer BankBlackwell needed an identity that would maximize its credibility and its message with its target audience – young, affluent, community-minded African-Americans.
The Challenge:
At the beginning of a young business’s life, there is no track record or experience-base to help a potential customer make value judgments. Online banking newcomer BankBlackwell had identified its target audience – young, affluent, community-minded African-Americans – but needed an identity that would maximize its credibility and its message.
The Solution:
CTD isolated two critical factors for BankBlackwell’s success. The first was the visual representation of its message, followed by the physical experience of the site. To put a face to BankBlackwell, CTD used images and colors to emphasize warmth, activity, and community. BankBlackwell’s secondary focus on banking for faith-based organizations, with services like auto-tithing, allowed CTD to build on visual concepts tied to long-standing religious heritage and tradition.
The visual identity of BankBlackwell needed to merge with and support the user’s interactive experience on the marketing site as well as within the banking application itself. CTD supported the marketing site’s minimalist navigation with open spaces and clear, concise marketing messages. The result was a site that conveyed respect for the user’s time through simple navigation and highly readable content.
Services Provided:
Identity and branding, copywriting, information architecture, user experience consulting, graphic design, HTML production.
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BankBlackwell’s secondary focus on banking for faith-based organizations called for an extension of their personal banking identity that leveraged visual concepts tied to long-standing religious heritage and tradition.
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