As a regional bank that quickly grew through acquisition, Simmons Bank needed to refocus and refresh their brand. At the same time, they desperately needed to replatform their primary website to be optimized for mobile, enhance the security and reliability of the platform and completely restructure content to be more user-centered rather than organized around internal department structures. As a result, the new website attracted a younger, more mobile audience and saw a year-over-year increase in conversions across the board.
I led an extensive research process that included online surveys with follow-up calls and in-person intercepts. After the analysis was complete, the results were so valuable, I was invited to present research findings to other departments within the bank.
As part of an exploratory process for the evolution of the brand, I designed and led workshops with bank staff on mood boards, style tiles and persona development.
The design system created for Simmons Bank is extendable set of reusable components that can be combined at any part of a 12-column layout. The visual styles reflect the refreshed brand and reference the multi-year Dreams: Realized advertising campaign without being limited to any single campaign.