Copy | Content | Creative
M&T BANK
Website | Digital Campaigns
M&T Bank is a Fortune 500 company and leading financial holding company headquartered in Buffalo, New York, with over 760 branches across the U.S. I worked with them on multiple projects, including a web redesign, banner ads, landing pages and email campaigns.
M&T wanted to update its homepages to incorporate a sleeker more modern design and a more customer-centric user experience tailored to three specific segments: personal banking, small business banking and corporate banking. My team designed the new home page experience around a modular framework, perfect for variable information. Images, headlines and supporting copy align with M&T’s newly branded voice and visual feel. We created multiple versions of the new page to house dynamic content pulled in according to both customer type and available user data. Each main customer segment receives targeted content most relevant to them, including marketing/offers, specific M&T services, community and customer stories, and tailored resources and insights.
Roles: Content Strategy, Creative Direction, Copy
This Small Business Banking campaign targeted small business owners in the Philadelphia area with messaging that M&T Bank understands the needs of small businesses and is a good banking partner for them. We tested different copy with the same imagery to determine what messaging resonated best with our audience.
Roles: Concept, Creative Direction, Copy
