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Identity - The emphasis is on the attribute "DIRECT", which is the experience users expect from this online bank.
Landing Page - Several designs were tested for the landing page to promote CDs; design-1 had an average of 12% conversion rate from bankrate to landing page to application start in March 2008.
Website - This customer centric design allows them to login or open a new account on all pages. The design provides flexibility to test different content on the home page.

Customer Center - This customer center design at Charlotte, NC evokes the core brand attributes of the bank – "Direct" and "Simple".
Ashish Shah
Multimedia Art Director Belleville, NJ