Amalgamated Bank Website

Amalgamated Bank, the largest majority union-owned bank
in the United States, worked with Behavior to redefine their
online user experience. Primary project goals included
extending the bank’s new visual identity to their online
platform, increase conversion of prospects to customers and
engage current customers in new and relevant products.
The strategy for the new design supports the banks mission
to "Bank with Purpose" and is built around the approach that
stories, products and people are pervasive and
interconnected throughout the user experience. This was
executed a number of ways. Behavior unified the banks
values and messages through the integration of customer
and staff stories threaded throughout the site. These
people-focused narratives highlight the value of the
relationship between Amalgamated and the customer. In
addition Behavior recommended highlighting the
organization's differentiators first. This allowed the design
to be tailored to specific audiences and speak to their core
what is important to them. A persistent "What We Stand
For" sits at the bottom of every page reinforcing the banks
value, which include content defining who they are, who
they serve and what they are doing for the community.