BNP Paribas
Corporate Website Relaunch
BNP Paribas Germany Corporate Website Relaunch
BNP Paribas is one of the leading banks in Europe, employing over 190,000 employees in 65 countries around the world. In Germany, the universal bank has been active since 1947 and has successfully positioned itself in the market with twelve business units.
Technology:
Wordpress
Services:
The bank for a changing world
BNP Paribas is a special bank. A bank that takes the multi-layered issue of responsibility very seriously to contribute to a more sustainable economy and a society with more social participation. Highlighting this uniqueness in both the tone and the look & feel of the website was the challenge in this relaunch project. Furthermore, the umbrella brand BNP Paribas Germany should serve as a visibility engine for the business units but at the same time not cannibalize the offerings of the business units.
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New Tonality and Editorial Strategy
In joint workshops, the bank's USPs were worked out and transferred into a suitable UX structure with new information architecture along customer journeys. After a content audit of the existing website, the new content was adapted in tone and fixed in an editorial strategy.
Bringing the newly created content into harmony with the existing module set was a challenge in the relaunch project.
Focus: The Human in the Bank
Even in terms of image concept and language, BNP Paribas now takes a different path than many of its competitors. For example, numerous pages feature photos of employees from BNP Paribas Germany taken at a photo shoot prepared by interactive tools. Additionally, illustrative elements create a light, playful interaction with content.
It's the mix that makes it: Illustrative elements, high-quality images, and clear functionalities ensure a varied user experience.
Our new website conveys clearly, through its information architecture and balanced design of image, text, and feature elements, what makes BNP Paribas as a company unique.
Staging content with existing module set
Unusually for a relaunch project, interactive tools themselves did not deal with the technology, but for the implementation relied on the new module set and Wordpress templates provided by the BNP Paribas Group. We only contributed to the technical expansion of the Wordpress template in the development of a hotspot module.
Finding the right modules and features from the abundance available for perfect staging was not easy. But we succeeded in setting a sort of benchmark for the country pages of the BNP Paribas Group – and that in just six months!
A special bank needs special employees
As part of the relaunch project, the entire career area was also adapted to the new HR strategy of the banking group. Here, on the one hand, candidate journeys were sharpened towards target groups in joint workshops. On the other hand, the bank's values should be backed with clear and striking messages to attract suitable candidates – and motivate them to apply on the central applicant portal.
Versatile use of the hotspot module: The Employer Value Proposition brought to the point playfully.
Your Contact Person
- Meike Bölts
Consultingsynaigy
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Are you facing similar challenges as BNP Paribas? Planning a relaunch or want to reposition your brand? Talk to us. As a reliable partner, we offer interactive brand experiences and complete digital solutions from a single source.
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