Playing up life’s events
PROJECT
COUNTRY Financial
2015
SCOPE
Redesign a responsive site for the dotcom and account services; drive user engagement by educating and reinforcing strong service, and establish a clean, adaptable, social, and dynamic user experience.
CONTRIBUTIONS
Strategy, Branding, Creative Direction, Product Design, UX, Prototyping
APPROACH
A warmer, friendlier, and more familiar experience to the audience. A year later they’ve seen an 80% increase in contacts and 60% increase in users looking for local representatives.
PROCESS
Develop a brand strategy, visual strategy, and tone of voice. Design the core components and build outward into the web, app, and account services.
AGENCY
Isobar U.S.
(now Dentsu Creative)
Brand
POSITION
Name: Cultivate
Feel: Natural, Family
Posture: Familiar, Present
ATTRIBUTES
Learn, chat, connect with community
Authentic and warm
National, trusted technology
A fresh brand goes digital
INTERFACE
Bold and friendly iconography and illustration. Use of familiar imagery to communicate ideas. Contextual, family imagery.
TOOLS UX
Personalized for user’s current life stage. Leveraged familiar patterns and tone of voice Excelled learning through interactive widgets.
Interface
Tools, Extensible Icons, and Interface Parts
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