Client: Banking Circle Group
Agency Thinkfarm
Project: Online Brand Activation
Role: Digital Art Director
Live link: bankingcirclegroup.com (design may have evolved since publication)
Background:
Banking Circle Group provides the technology infrastructure used by the Payments businesses and Banks, which can enable them to grow and adapt rapidly in the ever changing global digital economy.
This website re-design is meant to enhance the company’s online brand presence. It is targeted primarily at investors within the financial services sector. The following work represents the evolution of the design from initial concepts through to the final version.
Concepts:
These are the original ‘look and feel’ concepts created to establish a starting point the brand and how to use the existing design assets.
Left layout:
This layout is based on a parallax scrolling system that made the brand objects morph from shape to shape as the user scrolled further down the website.
Centre layout:
The ‘beige’ design added clear curves and space to the information to give a cleaner feel to the overall design.
Right layout:
This white and light green version gives the brand aesthetic in a fresh snd clean feel.
Design:
I took the the brand blue colour and I looked at zooming in on the abstract brand elements. This led me towards sampling colours from these element to create the ‘bronze’ version with a softer background shape that reinforced the vertical flow of the website.
The final design is a fusion of both colour tones and visuals below show the ‘rollover states’ and the ‘mini navigation’ that would appear once the user scrolls down the page. I used angular segments to group content to create sections that are easy to distinguish.
Final design for development.
Outcome:
The design was well received by the client and key stakeholders. It enhanced the existing brand values and tone of voice whilst elevating the aesthetic to a whole new level.
However, this is a B2B website that communicates to a very specific group within the Financial Services community. Although, the metrics of the website have been encouraging with an overall increase in traffic, lower than previous bounce rate with an increased level of dwell time.
*Metrics not available.
