• Use visual design to convey freedom and confidence

  • Amplify traffic from organic sources such as search and social

  • Increasing services per household

Chemical Bank, the largest bank headquartered in Michigan, is a community-focused bank with a legacy 95 years strong.  As the organization was making improvements to their service infrastructure and product set, their website was aging.

The team approached us with a project of critical importance: redesign the website’s user experience and modernize its branding to drive increased user engagement - all while incorporating new features like responsive design, mega menus, tethered login, and streamlined advisor search.



We arrived onsite for a three-day kickoff that included stakeholder interviews and a series of workshops and brainstorms, and immediately realized there was a broader opportunity to help tell a dramatic story. We got to work concepting a design that married beautiful, high-resolution photography from across Michigan with a minimal, partially-transparent layout, conveying that Chemical Bank isn’t a roadblock to where you want to go, but a doorway to financial freedom.

The fully-responsive website we designed includes features like tethered login, an intuitive branch finder, live chat, and simple, personalized email and text message signups, helping Chemical Bank far exceed the usability and design standards of local and national competitors.


The new website was built and deployed on Percussion CMS to ensure that Chemical Bank's marketing team could easily edit, maintain, and extend the new site to rapidly respond to new opportunities and market changes.




increase in pageviews after redesign YoY



increase in traffic driven by organic search



increase in pages viewed per session

Thank each of you for all of your hard work in putting together a new site that everyone should be extremely proud of ... the site will be very well received by both our customers and employees.
— John Hatfield, 1st Vice President and Director of Marketing