Situation:
With the implementation of the brand new webdesign for ABN AMRO due in the near future, I noticed that there was room for improvement within the websites imagery. In previous years, ABN AMRO used stock photography for most of its online and offline communications. The previous stock photography hardly contributes to the core values of the bank.
The imagery is outdated and has an American influence which doesn’t appeal to the Dutch customer. To communicate consistently and have a clear understanding on ABN AMRO’s digital platforms, it is necessary to have a recognisable line of imagery. Previous guidelines for the imagery are outdated, often vague and lack foundation. An update is therefore desirable.
My solution and adding value:
The use of imagery is incredibly important when it comes to the look and feel of the website, it helps the customer visualise what they want and need. Therefore, I want to expand the image database with high-quality images and translate the core values of ABN AMRO into a successful image concept.
Based on this new image concept, I have directed seven photoshoots in which the new guidelines have been applied.
Definition:
The image concept is an overarching theory about the visual materials on the website. A good image concept is distinctive, strengthens the customer experience and is applied consistently.
Brand:
A good starting point for communication is by using the brands values. The photography used throughout the website should also correspond with these values.
ABN AMRO’s core values include:
Optimistic
Enterprising
Professional
Future oriented
Storytelling
The images on the digital channels tell a story. Each image is related to the other images on the page. When a customer goes through a flow, a compact story will unroll, which will take the user to the next conversion point.
Characters
The stories are told by characters, representing the user groups of ABN AMRO who all have a certain relationship with each other. These characters can come back in different product groups and compositions. But each product group has its own lead characters. The characters represent the real user groups. In this way the customer can relate more to the visuals.
For example:
A young couple are buying their first house. On another page they are pictured with their parents celebrating receiving the house keys. The parents are then seen discussing opening a new account for their youngest grandchild.
Imagery based on customer data
At ABN AMRO there is a lot of data available. I have requested data on the largest target groups on loans and mortgages. On the basis of this data, I found out how our target groups are composed.
For example:
The family composition, age, income, geography, type of home etc. By clever use of this data, I chose the right models and locations that best suit our target groups. This way the customer can identify themselves with the image shown on the website.
Color and identity
To give the images the ABN AMRO look and feel, I added subtle green and yellow colour nuances because these are in the companies colour scheme.
For example the characters clothes, plants, furniture and decoration could have shades of green and yellow.
Composition
The images must be widely applicable and suitable for adding text. An image must therefore have low contrast space next to the subject.
Result:
After completing all the photoshoots we added all the photos to the new website. We cropped the photos while focusing on the composition. The images looked fantastic on the new website.
I pitched the image concept to the direction of Digital Banking and gave my design colleagues the right tools to continue with this new strategy. With this new image concept ABN AMRO can now focus on shooting on a more frequent basis to expand the image bank.
My role:
Writing the image concept
Writing briefs for the photographer and the production assistant
Choosing the locations, models and the setting
Directing seven photo shoots for e-commerce teams loans and mortgages
Art direction during photo shoots
Cropping images while focusing on the right composition and make them ready to upload on the new website
To bring the image concept under attention I pitched my ideas to the following departments: Digital Banking, Private Banking and Corporate
Leading my direct design colleagues to apply the new image concept correctly and teach them about the steps how to set up photo shoots
Collaborating with a production team to shoot beautiful images for the ABN AMRO brand
Increase conversion through high quality images
The amazing team I worked with to realise 7 photoshoots for ABN AMRO. Photographer: Gaby Jongenelen. Styling: Bregje Menheere. Producer: Lianne Collignon. Art Direction: Penney Looije.