BANK OF NEW YORK

A brand new Advisor Site

A chance to shape the digital presence and online brand representation of the B2B/B2C destination.

BNY’s Investment Management team, dissatisfied with a B2B/B2C website that struggled to serve both advisers and their clients, engaged Critical Mass to reimagine the experience and translate their newly refreshed brand into the digital realm. Working with fresh-off-the-pess guidelines, we not only redesigned the site but also set the foundations for how the brand should express itself online. I guided a UI designer to translate the bright, more contemporary elements of the new identity for the digital realm and move confidently away from the muted grey-and-gold palette of the past. The result was a vibrant MVP built to evolve with the business. The outcome resonated so strongly with the senior stakeholders that it led to a notable increase in work being directed to the agency.

ROLE
CREATIVE DIRECTION

SKILLS
CREATIVE DIRECTION • PRODUCT DESIGN (UI) 

PROJECT TYPE
ONLINE PLATFORM

A vibrant site that fired up the client's excitement

PROMOTION

The new site was promoted with messaging and assets that extended the site design to LinkedIn.

PROMOTION

The new site was promoted with messaging and assets that extended the site design to LinkedIn.

Andrea was very clear in her design descriptions and certainly very accommodating when we needed to change certain elements to address build issues. There was no defensiveness if the the feedback we gave meant changes were requires, which sometimes be the case with client/agency design discussions. 


I found her to be calm, pragmatic and quick to find solutions to our requirements, whilst also helping us push the boundaries and really express the brand in a beautiful new way. We are all very delighted with the outcome, the designs are fantastic.”

– Charlotte Lamb – Marketing Consultant, BNY Mellon IM