Case Study | Apr 23, 2021
InnovAge PACE Case Study
In our InnovAge PACE case study, Karsh Hagan shows how we created an entirely new way of talking about senior care using brand and media strategy.
By Karsh Hagan |
Pinnacle Bank and Bank of Colorado are community banks. They just happen to have 130 branches. It doesn’t make a difference if you walk into a branch in Forth Worth, Texas or Verdigre, Nebraska. You’re always greeted by a neighbor who speaks with you honestly and is empowered to help you make the right choices for you and your hometown.
How do you fit an experience like that into a website?
That’s the opportunity we got when we were asked to redesign the banks’ website. It needed to be device-neutral, able to deliver a great experience on a mobile device or a desktop computer. It needed to be as stable and secure as the bank itself – built on a platform that was reliable and would allow for future innovation. And the website couldn’t lose the commitment to customer service, leadership, education and community that made our client so successful in the first place.
Our digital department pulled together a diverse team of creatives, UX pros, content strategists, and developers – including our own Senior Producer Steven McKenzie and User Experience Developer Andrew Baker – to architect the experience. This inspired the creative team as it designed icon-driven navigation, warm blocks of color, and beautiful Google web fonts like Lato.
A huge part of achieving our goal was matching the tone to the banks’ brand standards.
As senior copywriter, Bradley Hein explains, “I approached writing the site as if you were having a conversation with your neighbor who happens to be the most trustworthy banker in town.”
Karsh Hagan had recently completed a year’s worth of shooting for The Community Matters Series. This film project took us across eight states asking people what community means to them. That meant that Associate Creative Director Darren Brickel and Senior Art Director Camille King had a rich photo library to pull from.
Darren says, “We wanted to use real people for the site. Not stock photos or models. The Community Matters Series gave us the content library we needed to make sure the site delivered on the promise of a community bank.”
The bank saw an immediate increase in page views and a decrease in bounce rate. But the most important result was a site that remained true to the Pinnacle brand while disrupting traditional banking sites in the process.