It has been quite a journey. We’re on a nonstop mission to bring together a unified content strategy to the oldest of our brands. The goal? To give this 19th century pelican shaped brand new wings and a role well deserved: to be helpful and meaningful for people.

The mission has evolved since the beginning. The latest challenge (2016-), and the most testing, was to create a new powerful website after a long period on the shadow of its own bank website. Having to build the association website from scratch, the goal was tremendous: we had to make the transition of this legacy brand to new content platforms, where their more than 600,000 members and prospects are now “living” on a daily basis. We did that, with one additional hurdle: to clarify the difference between the bank and the association websites. Two separate brands, two digital paths.

We started by analyzing the purpose of each communication channel or platform. Then, we designed and set up the content structure for the first ever Associação website. We did it from scratch, exploring the customer journey, designing the new interface, programming it, and writing each and every single line of copy.

The team of strategists, designers and writers was the bridge between the brand and its members from the early riser information architecture to the last minute details and user testing.

Unbranded traffic has been very relevant for Associação Mutualista Montepio website representing a large share of the traffic (+55% in blog organic traffic from 2018 to 2019).

We set the bar higher when we redesign the whole experience of becoming a new member. Until then, people had to fill a lot of papers and docs in order to get in. Now, it’s all digital. 15 minutes and a new member is born. And all the brand’s commercial offer (saving and mutualist products) is now available online.

Today, we have a fully dedicated team working daily with Associação Mutualista, which represents the fine-tuning of brand philosophy with people behaviour knowledge.