Locally shot custom photos.

PositionWebsite - Brief article

Institution: Aliant Bank, Birmingham, Ala.

Asset size: $2.3 billion

Agency: HipBrand Group, Birmingham, Ala.

The bank had four objectives when it created a new website this spring. The goals were to make the website:

* User-friendly and visually appealing.

* Expressive of the bank's ties to its community, emphasizing its history and status in the state.

* Expressive of the bank's appeal both to retail and business customers.

* Capable of producing good results from Internet searches.

The design approach was to build the site visually around local photos--photos that would distinctly say "Alabama." The bank believes that the decision not to use stock photos, but to have the photos shot locally really paid off in terms of the look.

More was done to emphasize the history of the bank, while also keeping product and service descriptions brief.

The bank believes that the website was designed to start a conversation with...

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