bny mellon
brand
site design
advertising
“What if we built the McKinsey of financial services?”
Client: BNY Mellon
Project Type: Brand Design, Website Design, Advertising
Project Length: 1 year
Role: Group Creative Director
Project Overview:
BNY Mellon—New York’s oldest bank—engaged our team at Havas to redefine its digital brand, website experience, and advertising system. Using a research-driven, double-diamond approach, I led a multidisciplinary team across design, content strategy, and CX to rethink the bank’s complex digital ecosystem and reposition the brand in the market.
The goal was to shift perception—from a back-end financial services provider to a forward-looking, thought-leadership-driven institution. I oversaw the creation of a sophisticated brand design system, a fully reimagined main site, several microsites, and a modular ad system deployed across digital, print, and social for both the parent brand and various sub-brands.
Responsibilities:
Defined and led the creative vision for BNY Mellon’s digital brand execution
Led a cross-functional team of designers, strategists, and writers in collaboration with User Experience and Brand and Content Strategists.
Developed a scalable advertising system and concepted key digital campaign assets
Directed execution of site design, microsites, and performance-driven ad collateral
Conceptualized motion design patterns and execution across ad units
Led design on development of master brand and sub-brand visual hierarchies.
consider everything
The core idea for all 3 workstreams: brand, campaign, and digital experience, was that BNY Mellon was the bank that “considered everything”, giving them the insights to help grow their clients’ wealth better than any other commercial bank. This approach was built on the brand’s long tradition of being thought leaders in financial intel that they had never leveraged.
capabilities
Content Strategy
Design research & Testing
UX/IA design
Visual design
Design sprints/Agile
Atomic design
Campaign concepting and art directoon
role & Duties
Group Creative Director
Led the creative vision & creative ideation, designed the website and master brand systems, led project planning and processes, managed designers day to day work, and collaborated with clients on how to solve business problems through design.
outcomes
Increased engagement on contact us forms and inquiries.
Increase in Wealth Management leads.
Increase in overall site traffic and engagement with strategic content from digital ads and organic social.