Description
The relaunch of the ASB website during the Creating Futures brand refresh was one of my favourite website projects. We took a heavy hand to the site, removing all the elements that made it look like every other bank and introduced some real consumer benefits and time saving features. With 97% of the traffic logging in to check balances it made sense to put the login form up front and remove all the new customer advertising that was mostly being seen by existing customers. What was left was a pleasant and functional experience with your bank. Who'd have thought. 

I loved it because
we showed what was possible when truly embracing consumer centric design and we were working with a client who was keen to support the move. 

Agencies
Us&Co + Tailor

Awards
This was honored at the Webbys but more importantly, recognised by industry commentators as a bold and refreshing take on the basic utility service.