CircleBack Lending Website

cbl_home_set

As part of an emerging start-up, I was responsible for coordinating the design of a revamped website that conveyed the new brand and increased conversion. Additionally, I coordinated with the front-end development team to ensure that the design was implemented as intended.

Roles and responsibilities:
Concept development; copy writing; art direction; design development and execution management

Brand Transition

CobrandIn order to facilitate the Springleaf Financial and OneMain Financial merger, a plan for integration was developed including the cobrand lockup (above), a concise user guide for users to aid in explaining the interim brand, and an online portal to facilitate the distribution of new OneMain branded assets.

The primary goal of all materials was to incorporate clear guidance on everyday design issues. Decisions regarding standards were made thoughtfully, considering both brand goals and the practicality for end users.

Roles and responsibilities:
Concept development; art direction; design development and execution

unified-logo

PortalHomePortalNav

BrandGuide_front

Share Your Story

StoryThe team was presented the challenge of delivering a plan to rapidly solicit customer testimonials about their experience with Springleaf in preparation for a planned brand campaign. The proposed plan of action included a low-effort deployment of a targeted email offering a user-directed donation as an incentive for responding. A long-term plan for utilizing the responses via social media and corporate website was presented as an add-on to the original brief.

Roles and responsibilities:
Concept development; art direction

Go Paperless!

paperlessicon

The Go Paperless! campaign was developed to support the business desire to build increased enrollment in paperless billing statements. The campaign was proposed and launched with a multi-channel approach educating customers about the benefits and ease-of-use of paperless billing. Messaging was added to monthly printed billing statements, direct mail touted the option of paperless as a customer benefit and a popup window advertising the program was placed in the online account management portal. Key employee groups were also educated on the program with provided support materials.

Roles and responsibilities:
Concept development; art direction; design development and execution

paperlessenvelopespaperlesspopup

Springleaf.com

Home Page

Springleaf.com is the company’s primary digital acquisition tool. The site has evolved from a simple informational page to a fully functional eCommerce platform. The visuals on the site serve to reinforce the open and accessible brand image through clean navigation and warm image choices.

Supporting Pages

Roles and responsibilities:
Concept development; art direction; design development and execution

New Customer Welcome

Welcome_email

Welcome direct mail materials (printed and email versions) were developed to thank new customers for choosing Springleaf – recognizing that they have options in the marketplace – and to remind them of the benefits of being a Springleaf customer.

Roles and responsibilities:
Concept development; art direction; copywriting; design development and execution; html/css programming

Grow Your Green

GYG_Insert

The Grow Your Green Sweepstakes materials were developed to gain market visibility though online and direct mail promotion. Additionally, branches nationwide were provided with in-branch display materials to support the promotion. The promotional package design included:

  • Direct mail insert
  • Customer billing statement insert
  • Poster
  • Counter cards
  • Registration backboard and registration slips
  • Online sweepstakes take-home reminder
  • Sweepstakes entry front end design

Roles and responsibilities:
Concept development; art direction; design development and execution