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Coastal Community Bank’s generic brand and text-heavy website failed to build trust or guide users effectively. A strategic rebrand focused on a cohesive brand story and an intuitive user journey boosted direct traffic by 20.4% and increased returning users by 16.9%.
About Coastal Bank
Blacksmith’s comprehensive branding services made Coastal bank’s brand more distinct and engaging.
Coastal Community Bank is a financial institution dedicated to serving its local communities. They provide business banking and personal banking services across different regional communities. However, their digital presence didn’t reflect their commitment to excellence. An outdated brand and a confusing user journey created a trust deficit with members who expect seamless and professional online banking services.
Services Delivered
To help our clients stand out and build authentic connections with their audience, we provide end-to-end branding solutions.
Brand Strategy
Before you can have a great look, you need a great story. We work with you to answer the big questions: Who are you, what makes you special, and how do you communicate it in a way that truly connects with your customers?
Creative Branding
This is where your brand comes to life visually. Our creative team will create a complete visual system. This includes everything from your logo and color palette to the style of your photos, creating a professional, cohesive, and memorable look.
UI/UX Design
We translate your new brand identity into a seamless digital experience. We ensure your brand story, message, and visuals are integrated into every part of your site. Our team also works to guarantee that users have a smooth, engaging, and intuitive experience that consistently reflects your core brand values.
The Challenge
Poor Brand Integration
The over-reliance on a single, monotonous color palette (teal) and the use of thin, lightweight typography created a flat and uninspiring aesthetic. This generic look failed to establish a professional or secure feeling, making the brand feel indistinguishable from any basic, low-budget site.
A Weak and Insecure Brand Voice
The most critical problem was a brand message that projected weakness instead of strength. This insecure brand voice completely failed to build the authority and trust that members expect, immediately undermining their credibility.
Fragmented User Experience
The website also had large, broken elements, such as the non-loading video player which appears as a large black box. This technical failure made the website appear neglected, amateurish, and unreliable, a critical flaw for a banking website.
The Solution
A Differentiated Brand Identity
Our solution was to develop a new brand identity. We developed a refined color palette and created a system of unique graphic elements. This transformed their disjointed pages into a single, immersive brand story that feels premium and intentional from the first click.
A Simplified Layout with Elegant Typography
To fix the generic and unprofessional feel, we deployed a new, professional typographic system. We selected a font family that was both elegant and highly legible, thereby enhancing the overall aesthetic and giving the brand a more premium feel. This solution not only improved readability but also helped establish a more sophisticated and consistent brand voice.
Clean Messaging with Visual Hierarchy
We implemented a strong visual hierarchy to guide the user’s attention. We used strategic sizing, color, and placement to ensure that the most critical value propositions were the first things users saw. We also fixed the messaging, rewriting it to be clear, concise, and benefit-driven.
The Results
Delivering Measurable Impact
Our interventions yielded significant results for the brand.
21.44%
Growth in New Users from Direct Traffic
16.91%
Increase in Website Return Visitor Rate
14.47%
Increase in Branded Search Volume
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