Is this legit? Establishing legitimacy through design
BC Unclaimed has $190 million waiting to be claimed, and their work is mandated by the Province of British Columbia. But some people have dismissed their website or social media posts as the work of scammers.
Brand voice and values
We established brand values for BC Unclaimed: trustworthy, professional, and helpful. We developed key messages and examples of how to write (and how not to). Then we rewrote the website, from the home page right on down to every label and navigation item.
We developed a graphic look-and-feel that inspires confidence. It includes new fonts, colours, imagery, stationery, and a new website layout. (See the brand guide we developed.)
We introduced a dynamic infographic to clearly communicate the steps involved in returning money to rightful owners.
At key steps in the development process, we conducted live testing with BC residents. After each test, we made further refinements to ensure that each aspect of the design inspired confidence and was easy to use.
The end result is a website that conveys professionalism and legitimacy. Here are some direct quotes from our live user testing:
“It’s a nice-looking website. It feels solid and reliable. It fits the domain.”
“I like how professional the language is. It’s easy to understand; it’s easy to use.”
“I would send this website to my friends and family, because it seems legit.”
Read next case study in this series on BC Unclaimed: