BNP Paribas
Corporate Website Relaunch
BNP Paribas Germany – Corporate Website Relaunch
BNP Paribas is one of Europe’s leading banks, employing more than 190,000 people across 65 countries worldwide. In Germany, the universal bank has been active since 1947 and has successfully established itself in the market with twelve business units.
Technology:
Wordpress
Services:
The bank for a world in transition
BNP Paribas is a special bank. A bank that really takes the multifaceted topic of responsibility seriously, to contribute to a more sustainable economy and a society with greater social participation. Bringing out this distinctiveness, both in tone and in the website's look & feel, was the challenge in this relaunch project. Furthermore, the BNP Paribas Germany umbrella brand was meant to serve as a visibility driver for the business units, while at the same time not cannibalising the business units' offering.
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New tonality and editorial strategy
In joint workshops, the bank's USPs were worked out and translated along customer journeys into a suitable UX structure with new information architecture. After a content audit of the existing website, the new content was adapted in tone and fixed in an editorial strategy.
At the centre: the person in the bank
BNP Paribas is also taking a different approach to imagery and visual language than many of its competitors. Numerous pages feature photos of BNP Paribas Deutschland employees, taken during a photoshoot prepared by interactive tools. In addition, illustrative elements create a light, playful approach to content.
Our new website conveys, through its clear information architecture and balanced design of image, text and feature elements, what BNP Paribas stands for as a company, tailored to each target group.
Staging content with an existing set of modules
Unusually for a relaunch project, interactive tools itself didn't handle the technology, but instead used the new module set and WordPress templates provided by the BNP Paribas Group for implementation. We only contributed to the technical extension of the WordPress template when developing a hotspot module.
Finding the right modules and features from the wealth of those available for the perfect presentation wasn't entirely easy. But we managed to create a kind of benchmark for the country sites of the BNP Paribas Group – and in just six months!
Special bank needs special employees
In the course of the relaunch project, the entire careers section was also adapted to the banking group's new HR strategy. On the one hand, the candidate journeys were sharpened towards the target groups in joint workshops. On the other hand, the bank's values were to be underpinned with clear and striking messages in order to address the right candidates – and motivate them to apply on the central applicant portal.
Your contact person
- Meike Bölts
Consultingsynaigy
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Are you facing challenges similar to those of BNP Paribas? Are you planning a relaunch or looking to reposition your brand? Get in touch with us. As a reliable partner, we provide interactive brand experiences and comprehensive digital solutions from a single source.
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