Role: Digital experience strategy | Agency: Instrument
GOAL
Provide strategic guidance for BankBlackUSA’s digital ecosystem and its content.
ABOUT THE BRAND
BankBlackUSA is an independent, grassroots organization with a mission to promote financial advocacy in Black communities and build upon the work of past generations to level the playing field and close the racial wealth gap.
The partnership with BankBlackUSA was through Instrument’s Build. Grow. Serve program, dedicating pro bono design, strategy, and development work to nonprofit organizations focused on the amplification of Black voices, fighting systemic racism, and the pursuit of a more just and inclusive future.
Instrument set out to redesign the BankBlackUSA website, elevate the brand with consistent visuals, voice, and tone, and create a platform that supports the brand’s movement through impactful storytelling.
ACTIVITIES
- Competitive lanscape audit
- Conduct a stakeholder interview with BB’s core team
- Identify the goals for the digital experience
- Define the role of each digital channel can play to advance BankBlackUSA’s goals
- Produce content tags for the Capital B blog
- Collaborate directly with client team and members of internal team — UX designer, writer, producers, and strategy manager
DELIVERABLES
Digital Strategy Guide presenting 1) Best Practices informed by the competitive landscape audit observations and stakeholder interview findings and 2) Content Considerations for BankBlackUSA to achieve their goals.
Digital allows brands to meet customers in spaces they naturally occupy as part of their lifestyle to personally connect, engage, and cultivate relationships.
Digital Strategy Guide
