The Hubert Financial Home page on a laptop that's sitting on a ritan chair.
The Hubert Financial Home page on a laptop that's sitting on a ritan chair.

Hubert Financial | Happy Savings

Hubert Financial is an online financial institution built to grow your savings. They provide an online space for Canadians to open savings and investment accounts at competitive rates.

The Problem

Hubert Financial had a defined logo and clear tagline: Happy Savings. They were facing a few problems: they wanted to appeal to a younger, mid-30s female audience; their colour palette and site design needed to evolve for accessibility; and they needed their site to be built to convert. They needed clearer and more accessible user journeys across their website.

Credits

Agency

Array

  • My Role

    • Lead Designer

    • Art Direction

    • Brand Expansion

The Team

Kristina Crowson, Sarah Brown, Myra Dionne, Bryan Keddy, Kim Weber, Bryan Caldeira, Alejandra Silva Rojas

Screenshot of the Hubert Financial home screen before the redesign.

Before

Screenshot of the Hubert Financial Home screen after the redesign.

After

A family of four in a backyard huddled up and laughing.

The Concept

Happy Savings

Hubert Financial had the bones of a great brand system, but it wasn't being used to its full potential. What does "happy savings" actually look like? What does life look like with financial stability and savings you can count on? It leaves more time for family and friends, vacations you've dreamt of, and confidence in your retirement.

A "u" with two dots to make a smile for the Hubert Financial icon.
A circle on the left and a "U" shape on the right in teal on a lime green background.

The Solution

The process started with taking their existing colour palette and tweaking and expanding on it to make strong, accessible colour pairings. The palette is friendly, punchy, and warm. From there, we took the logo icon and deconstructed it into its two main pieces: the smile and the eyes. This allowed for geometric shapes that could be layered and animated to create depth and friendliness throughout the design. Micro-interactions in button hovers showcased the smile and Hubert winking. Photography was strategically sourced to show life with "happy savings." People on vacation, families together, and living life to the fullest.

The Hubert Financial colour palette with its accessibility pairings.
Three mobile phone screens mocked up on phones with a white background that has various Hubert Financial pattern elements on it.
A couple in their bathing suits laughing on a dock at a lake.
A cropped off orange circle on a lime green background.
  • Hubert Financial About page screenshots.
  • Hubert Financial FAQs page screenshots.
  • Hubert Financial Open An Account page screenshots.
  • Hubert Financial Retirement Savings Overview page screenshots.
  • Hubert Financial RRSP page screenshots.
  • Hubert Financial Our Rates page screenshots.
A dark teal U shape cropped off on a lighter teal background.
A man with his daughter sitting on his lap.
A woman sitting at a table with her laptop looking at the Hubert Financial website.
Hubert Financial About page on a cell phone poking out of a person's pocket.
A group of three mid-20s women laughing together.
A woman holding out an iPhone with the Hubert support chat screen open.

All Work

Work