Meritrust

Meritrust asked us to create a website that would position them as the progressive, customer-focused organization that they are. Instead of the typical bank navigation via interest rate offers and account products, we used six customer personas to identify with website users based on their life stage and needs.

Each persona included a short story that introduced the bank's offerings in a more natural, human way. I crafted and wrote short story-scenarios about each persona based on lifestages or life milestones the bank could assist with. These personas also helped us cast a photoshoot in Meritrust's home city, where we utilized iconic sites and landmark to reinforce a "local" message. 

The website's UX, including navigation, functional utilities and visual tools such as iconography were a large part of the planning and design. While so many small banks use off-the-shelf "brochure ware" for their website, Meritrust wanted a premium, consumer-grade feel. After all, they compete against the largest financial institutions.