Brand evolution
Spend, Save, Invest
A new brand campaign came three years after Chase’s launch in the UK – signifying the next step in Chase’s growth as it continues to evolve its product offer and support a wider range of customers’ financial needs.
“See what your money can do” campaign brings to life the benefits of spending, saving, and investing through the Chase app, and showcases how the bank can help customers build momentum towards their financial goals.
Project overview
With the success of previous campaigns and growing it’s customer base to over 2M, the business pivoted to working with existing customers’ long term banking and investment needs.
1
Spend, Save, Invest
Better visiblity & comprehension of the three core business pillars; Spend, Save, Invest. This touches on many parts of the website to ensure consistency across the journeys; naviagtion, homepage content, visual elements, content site-wide.
2
Brand & Marketing
Working with the marketing team and external agency to deliver the visual direction of the brand evolution across; Website, Out of Home & digital out of home advertising, TV advertising, social media, email.
3
Website evolution
Visual updates to hero, aligning it with all marketing materials. Rethinking ‘Spend, Save, Invest’ proposition within homepage content. Overhauling navigation. Integrating new ‘About us’ section to include; story, community impact and careers.
Spend
Save
Invest
Improved messaging
All content required a thorough analysis to ensure it was in line with the current business proposition - this meant rewrites across the website. I took this as an opportunity to stem an issue we were aware of - customers not able to easily identify what we offer. I did this by reinforcing the business pillars through intentional eye-catching headings. Working with the content team to rewrite the headings to start with the key pillar words; Spend, Save, Invest. This makes the proposition easy to scan and quickly digest through highlighted words.
Updated visual assets
As the content was being updated across the website, so too were the supporting visual assets. This afforded the opportunity to explore more visual ways of presenting information within these visual assets. Explorations involved the layering and visual call-out of key information within UI, and the exploration of subtle, eye-catching motion to bring them to life.
Et viola!
Reinforced through navigation
Navigation redesign to accommodate the growth of the business; Spend, Save, Invest. Initial navigation was a linear list. The new navigation allowed for groupings, supporting iconography and better labelling of key products and features. This ensures future proofing for additional navigation items that fall into those categories.
Marketing campaign
Worked with the marketing team to align presentation materials across; the web, social media, email, out-of-home digital displays & advertising.
Initially, we contracted a 3rd party design agency to conceptualise designs, taking them inhouse for further refinement. The marketing team and I worked to consolidate design direction, file sharing and final presentation.
Web
Worked with the marketing team to align presentation materials across; the web, social media, email, Out of Home Digital displays & advertising.
Initially, we contracted a 3rd party design agency to conceptualise designs, taking them inhouse for further refinement. The marketing team and I worked to consolidate design direction, file sharing and final presentation.
Social media
Out of home advertising
Hero reworked
The hero is the element prospective customers see when coming to the website. It is therefore highly important that the hero communicate the brand identity and set the tone for the product.
The hero is the largest driver to app downloads and conversions with an
8% Download average.
Hero 2020 - 2024
2024 campaign hero update
The hero required some rework to accommodate several updates:
A refreshed look that tied in with the brand evolution campaign. This was achieved by including the navigation within the hero, creating more emphasis on the campaign visuals.
Communicate the 3 business pillars; Spend, Save, Invest. Achieved through a series of slideshows focussing on each pillar.
A more robust space for logos and awards - achieved by dedicating a logo/award bar that directly follows the hero.
Text style updated to regular to create more emphasis on messaging.
Slideshow
Utilised a slideshow to communicate the 3 business pillars; Spend, Save, Invest. This was achieved through a series of slideshows focussing thematically on each pillar. Focus moves between each image but also within the phone frame UI; Spend, Save, Invest.
About us
The About Us section outlines Chase’s history, community impact and career opportunities. The section required expanding to include these additional sections and a robust Chase in the Community section to serve multiple community initiatives.
Updated IA
IA reworked to include:
A tabbed navigation for flipping between sub-sections.
Chase in the community fleshed out to include multiple initiatives and future-proofed to include more in future.
Careers section for hiring opportunities.
About us page wireframes:
Chase in the Community
Worked with the brand and content teams to deliver a new section for Chase in the community. Including an overview page, with links to initiatives such as National Literacy Trust and Football Coaching programmes.
