Bank Marketing: Public Pages, Emails and Social
Graphics, animation and product design for bank features and product marketing.
Date
2022 — 2024
Role
• Create visual graphics to convey page messaging • Collaborate with copywriters to develop content strategy
Company
FCB Chicago for Discover Bank
Key Findings
• Incremental updates on Landing Pages increased SEO • Updated Savings email welcome journey engaged new customers • 3+ million views of social posts. Early success lead to continued social projects for our team.
Problem
Discover Bank aimed to drive brand awareness through strategic alignment with celebrity marketing initiatives.
Since Discover recently introduced several new product features and updates that needed to be reflected across all marketing touchpoints. While some materials were created from scratch, others required updates to ensure consistency, clarity, and alignment with the evolving brand.
To meet this challenge, we worked across three key areas:
1. Public Website
The existing Features & Benefits and Mobile Banking pages were outdated and visually inconsistent with newer content on the site. Beyond updating design and messaging, these pages also required optimization for search performance. The goal was to align page structure and metadata with SEO best practices, ensuring improved visibility for core banking products in organic search results.
2. Email Campaigns
The Online Savings Account onboarding journey needed a content and design refresh to reflect a more personalized, user-centric experience. This included updated messaging and a revised visual approach tailored to user behaviors and banking goals.
In addition, the launch of Balance+, a new feature, required a new branded email series focused on education and engagement, introducing users to the benefit of the tool and encouraging adoption.
3. Social Media
We were tasked with developing new social campaigns for Snapchat, Facebook, and Instagram. What began as a campaign for Cashback Debit soon expanded to include other bank products such as Certificates of Deposit, each requiring distinct creative tailored to both platform and audience behavior.
Solution
To deliver a cohesive and effective campaign, we executed channel-specific strategies while maintaining alignment with Discover’s evolving brand identity and marketing objectives.
1. Public Landing Pages
We refreshed the layout and visual design of the Features & Benefits and Mobile Banking pages to align with newer sections of Discover’s public site. Collaborating with Dentsu, we incorporated SEO enhancements including optimized page structure, metadata, and headline strategies to improve organic visibility.
Having worked on the email campaigns in parallel, I was able to bring in branded graphics that helped reduce reliance on generic lifestyle imagery, resulting in a more consistent, ownable visual identity. All landing page work was designed in Figma.
2. Email Campaigns
With newly updated brand colors and visual direction, we explored four design directions for the refreshed email series. The selected direction featured custom illustrations in place of traditional photography, with each email showcasing a graphic tailored to its key message.
We designed and built over 30 onboarding emails to support new users of the Online Savings Account, using Oracle modules assembled in Photoshop. This modular system allowed for flexible scaling and consistent formatting across the full lifecycle journey.
3. Social Media Assets
Based on market research and product priorities, we developed static and animated content for Cashback Debit and Certificates of Deposit across Snapchat, Facebook, and Instagram. Deliverables included a full range of static sizes and story formats, all created in Figma and animated in After Effects to highlight product benefits in a visually engaging, platform-optimized way.
Issues
Through competitor analysis and user research, we uncovered key trends and customer pain points that shaped our design approach.
Findings emphasized the need for:
A simplified, trustworthy brand presence to build confidence in financial decision-making
A responsive, user-friendly digital experience that made banking tasks intuitive and efficient
These insights directly informed both the visual direction and the UX strategy, helping the new branding and digital touchpoints stand out in a crowded financial services market.
Result
With over 90,000 monthly visitors to Discover’s website, the refreshed Features & Benefits and Mobile Banking pages now serve as optimized entry points that educate and guide users toward the most relevant banking products. The updates delivered a consistent brand experience, enhanced content clarity, and were strategically optimized for SEO to increase discoverability.
The Online Savings Account continues to attract thousands of new users monthly. The redesigned email journey helps activate these users, with personalized messaging that encourages them to fund their accounts early—a key indicator for long-term retention.
On social, the campaign for Certificates of Deposit (CDs) saw strong engagement, with ads across Meta platforms reaching over 3 million views, effectively expanding product visibility and brand awareness.
🌳 Takeaways
I gained a broader understanding of multichannel marketing to fuel a cohesive user journey — strategizing content and design to balance a playful, friendly tone with the credibility and seriousness expected from a bank.
It was really interesting to build in vendor features like MX Technologies for funding within the account opening flow, and then be a part of how that experience carried through into the supporting landing pages and email communications.
Creating custom graphics made me think though how they could reinforce key messaging and create a consistent visual narrative across channels.