EQ Bank Website REDESIGN

Less take more make

You see take is happening all the time, all over the place. from gas prices, to price surges, and bank fees – it feels like the whole world is working to take from you. Enough with all the take. We deserve a bank that makes for us. Not for them. 

Enter EQ Bank – Canada’s top challenger bank. EQ Bank aims to drive change in Canadian banking by offering high interest at no fees with everyday banking. There’s also a tall list of amazing perks that you just won’t get from the other big banks. Truly a game changer in Canadian banking that lets you MAKE BANK. 

My role/contribution
Art Direction, Lead Design, UI/UX Design

Team
Romi Moondi (Copywriting), Catherine Randall (CD), Dylan Gerard (CD), Cherie Tsang (Sr Account Mgr), Michael Mendoza (Web dev).

Deliverables
Visual Design, Brand Design, Copywriting, and Responsive Web Design.

The Challenge
The EQ Bank website needed a full revamp as well as a brand refresh. The creative team was tasked to redesign the website and develop the brand’s look and feel + tone of voice. In Phase 2, we were also tasked to infuse the “Make Bank marketing campaign” into the website.

The Objective 
Research
Concepting: branded art style
Concepting: tone of voice
Concepting: campaign integration
UI/UX redesign
Design of visual assets for all pages
Full redesign of the EQBank.ca website

The Solution

We started with research and did a deep competitive analysis to get a gauge of where we are, and ultimately, where we want to be positioned in the market. We were equipped with this knowledge and used the insights to help guide the redesign.

From a Copy POV – we developed a tone of voice that carried the brand’s challenger nature and effectively communicates all key messaging. 

From an Art POV – we introduced new visual treatments to add variety and keep the site interesting. We also introduced new ways of using imagery together with the lozenge, a brand identifier, that is repeated across the site to help boost brand recognition. 

We started with sketched-out ideas and landed on a design system that was designed thoughtfully to pair well with the brand’s Copy and Art style. We leveraged our brand colours and the EQ lozenge to keep things on-brand. The overall design is clean, easy to navigate on all devices, and ensures accessibility guidelines to keep the user at the heart and center of this redesign.

Lastly, we also adapted the recent Make Bank campaign into the website to create a consistent through-line and to make it feel connected.

Result
The website redesign was a success which saw a huge improvement in the overall customer experience, better conversion rates, and better user engagement (tested through hotjar and user groups).