For Webster Bank the need was kinda obvious (it’s a bank). But more importantly we had to go deeper than basic needs, and I brought us into the concepts of psychographics and Mindstate Marketing. The business mandate is clear but we wanted to make sure to meet the newest audiences where they are. Banking should share the same goal for any service business... how do we bring customers closer to an audience of one? 

Developing an initial strategy and visual design framework that was able to give some imagination and show that Webster wasn’t a big, annonymous brand. We demonstrated how to integrate smart technology throughout the experience, and make sure to tie in marketing and social proof in a meaningful way.
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