ASSOCIAÇÃO MUTUALISTA MONTEPIO

Giving legacy
new wings

CAPABILITIES

Business analysis
Intelligence and Data analytics
Design thinking
CX & UX
UI & Editorial design
Photography and Video
Full content strategy & creation
Social media management
Full stack development

the challenge

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.

DELIVERABLES

Website montepio.org
Montepio magazine
Montepio Jovem newspaper
Em Direto – Internal Publication
Social Media – Ei Facebook page
Email marketing
Printed reports and brochures

the process

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.

Bringing together search and product

We also added a valuable asset that we’d been developing since 2012 with Associação Mutualista: a personal finance blog named “Ei – Educação, Informação” (it stands for “Education, Information”). That was the perfect combination between branded content (the commercial side) and unbranded content (the search side), making the brand relevant and useful and continuously testing the products and services pages to give the right response to people’s needs.

AWARDS

APCE, Winner – Publicação Externa, 2019
APCE, Winner – Website & blog 2018
CMA, Winner – Best Overall Design 2016 & 2015
CMA, Finalist – Best Use of Photography 2016
FEIEA, Bronze – Best front cover 2015

the result

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.

Printed heritage

Montepio Magazine prints more than 450 thousand copies quarterly for the over 20 years old members. It has long been collecting editorial and design awards in Portugal and abroad. Its origins go back to the early 1980’s and we recently redesigned it. We began the last redesign with design thinking sessions and with the collection of insights and data from members and the rest of the community. We ended up with a much more clear and simple product focused on people and their stories. For members between 13 and 20 years old, we edit a collectible, filled with illustrations, Montepio Jovem.

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giving legacy

new wings