Amalgamated Bank Website

Behavior worked with Amalgamated Bank to redefine their online user experience. We refocused the website to tell how the bank supports sustainable organizations, progressive causes, and social justice. The design is modeled as a publishing platform enabling Amalgamated to share compelling stories of how their expertise helps clients and in turn demonstrate the impact their clients make in their community. Large, engaging photographs are balanced by pithy headlines positioned in open fields of white space. While Amalgamated offers a wide array of services, the primary navigation is designed to be simple and serves to segment the audience based on area of interest. A natural language form assists the audience by asking them to identify who they are and what they are looking for. The user is then presented with a link that will direct them to the page addressing their specific need. Each page is purposefully designed to demonstrate how Amalgamated understands their customers’ needs, describe the benefits of their services, and work with like-minded clients.