Challenger banking is a challenging sector and Shawbrook was facing evolving their entire brand experience to keep pace and offer a truly compelling point of difference for customers.
They needed to shift brand perception from a purely commercial offering and strengthen their personal banking credentials. To achieve this, they asked us to develop their brand and entire digital estate – within 6 months.
The Big Number.
% Increase in direct traffic.
Since launch Shawbrook’s new website has resulted in a 70% increase in mobile traffic and a 200% increase in total direct traffic. Shawbrook now stands proudly tall in a concentrated market of ‘specialist banking’ and remains an authority in business, intermediary and personal banking.
Equator’s integrated capabilities meant we were uniquely placed to build a single team of experts to develop the brand, digital estate and comms in parallel. Data-analysis from our Strategy & Insights teams formed the basis of our approach by benchmarking experiences in the sector and gaining a detailed understanding of customer needs through a series of workshops.
An intuitive and engaging user experience.
By conducting brand workshops and sector immersion sessions we were able to define a unique positioning and new brand language that reflected their distinctive approach to banking.
Bringing this new purpose to life we developed the overarching theme of being ‘Proudly Different’. A confident and supportive concept that turns the uniqueness of each customer’s history, dreams and aspirations into a source of pride and empowerment.
Our distinctive new brand was considered at every touchpoint; a proud new logo, strapline, voice, visual identity, website and comprehensive brand guidelines
The digital experience team took a mobile-first approach to the development of the online estate. They reviewed and evolved all user journeys, the content and architecture for all audiences. This resulted in the creation of more engaging, intuitive experiences that are more rewarding to use and deliver more business.
The new digital experience used the best of Umbraco to make sure the site was future-proof and intuitive for in-house teams to maintain and evolve.
The marketing team ensured the estate was fully optimised for search engine effectiveness and the language brought the brand to life in a consistent, approachable tone in line with its new direction.
70% increase in mobile traffic.
- We delivered a real paradigm shift for Shawbrook with year-on-year online loan applications seeing triple digit growth
- We achieved a 200% increase in direct traffic
- The 500% increase in named team member enquiries shows how we’ve transformed Shawbrook’s brand and offering into a true personal banking experience.