FHLBSF
Elevating Member Engagement through a Modernized Public Website
Financial Services
FHLBank San
Francisco
The Challenge
FHLBank San Francisco, a key member of the Federal Home Loan Bank (FHLB) system, plays a crucial role in advancing homeownership, supporting its member institutions, and fostering community welfare. With over 300 members, including banks, credit unions, and insurance companies, FHLBank San Francisco needed to modernize its public website to better align with its mission and provide a more engaging digital experience.
The existing website struggled to reflect the bank’s impact, lacked scalability, and presented a fragmented user experience. FHLBank San Francisco needed a complete transformation to better serve its members and showcase its dual mission and impact.
“The redesigned website is a game-changer. It reflects our mission and empowers us to better serve our members and communities. The team delivered with creativity and precision.”
DIRK DONNEL
Managing Director, Marketing Communications & Digital Experiences
The Solution
/ CRAFTING A REFRESHED VISUAL DESIGN
Our team at Propelland collaborated closely with FHLBank San Francisco to create a modern, minimal visual language that remained true to the bank’s brand identity. We updated the website’s design system, including typefaces, icons, illustrations, and graphics, ensuring consistency and clarity across all digital touchpoints. The refreshed design emphasized accessibility and ease of use while maintaining a professional and trustworthy aesthetic, representing the bank’s dual mission of advancing homeownership and community development.
/ CENTRALIZED CONTENT HUB FOR ENHANCED EDITORIAL INFLUENCE
We developed a strategy that prioritized content and storytelling, building a centralized hub that empowered FHLBank’s internal teams to manage and update content more efficiently. This approach enabled quicker, more accurate updates to align with evolving member needs while showcasing the bank’s story and impact effectively.
/ COMPOSABLE DESIGN SYSTEM INTEGRATION WITHIN 8 MONTHS
We designed, developed, and integrated a composable design system all within an 8-month timeline, ensuring that the website could scale effortlessly as the bank’s digital presence grew. This system provided flexibility for FHLBank San Francisco to build new pages or update existing ones without heavy reliance on design and development teams. It allowed for rapid content updates and future-proofed the digital platform for upcoming initiatives, ensuring the bank could continuously evolve their digital offerings.
Significant Increase in Monthly Views and Return Visitors
The Impact
The redesigned public website significantly increased the traffic of the website, while reducing the overall bounce rate. The modernized user experience elevated FHLBSF’s brand, aligning it with member expectations and industry standards. By making the site more accessible and easier to navigate, FHLBSF was able to better showcase its dual mission of supporting its members and communities. The project also streamlined internal content management and design processes, creating long-term efficiency for future digital initiatives.
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