propelland - 2024
FHLBank San Francisco, Modernizing the Web to Elevate Member Engagement
The redesign has had a strong impact, boosting monthly views and return visitors, reducing bounce rates, and elevating FHLBSF brand presence. The project not only enhanced user engagement but also streamlined internal processes, setting the stage for future digital growth.
⤷ A unique feature we introduced was the “Living Line,” a dynamic visual element symbolizing the bank’s community impact, guiding users through their journey on the site.
FHLBank San Francisco, a key part of the Federal Home Loan Bank system, supports over 300 institutions—including banks, credit unions, and insurers—focused on advancing homeownership and community welfare.
My role was to help transform FHLBSF public website into a modern, engaging digital experience that reflects these values. We crafted a clean, minimal design language that unified the site's visual elements—typefaces, icons, and graphics—while prioritizing accessibility and ease of use.