A complete rebrand for the internet’s leading source for financial advice to help you navigate life’s financial journey.
Starting as a print publication for the banking industry in 1976, Bankrate has maintained itself as a trusted source of financial information for millions of Americans. With this rebrand, we wanted to ensure we honored our past while creating an industry-leading digital experience for new users that established Bankrate as a modern financial authority.
In this rebrand, I took a lot of inspiration from currency design. Specifically, the guilloché patterns you see throughout all bills. These visually complex patterns are added to make counterfeiting bills more difficult. I wanted to take that visual security element and apply it throughout our rebrand.
Then we completely started from scratch with our color palette, fonts, and visual styling to align with our new brand values of trust and authority.
After determining our foundation of fonts and colors, the team met at our Detroit office for a design summit where we all worked together on refining our design system.
After all the discoveries and take-aways from the design summit, we applied the updates across our rebranded page templates. From there, I lead the implementation with our developers to roll out the rebrand across Bankrate.com.
Logo design, Branding, User research, UX design, Wire framing, UI design, Prototyping, User testing, Content strategy, Design systems