TAB Bank Branding

"TAB Bank is a technology-driven, online bank serving small businesses, families, and individuals nationwide since 1998.

TAB Bank believes you deserve better than the status quo. In pursuit of our mission, we are continually innovating to provide the best customer experience and industry-leading products in our core areas of financial service."

www.tabbank.com

Problem / Goal

TAB Bank is a little-known online bank based in northern Utah with a surprisingly innovative product lineup. When I joined the organization, there was no formal design team and no established design system in place.

The brand lacked consistency across nearly every touchpoint. During an audit of the website, I found 14 different button styles in active use, with no clear visual standards or shared patterns guiding the experience.

Solution

I started by refining the existing TAB Bank logo, which had not been updated in years. While TAB operated as an online bank, many of the brand assets and interface elements were not designed with modern devices in mind.

From there, I developed a comprehensive style guide to establish a clearer visual direction and a more consistent brand voice. The goal was to speak to users in a way that felt approachable, familiar, and aligned with how they already communicate. Defining that personality helped strengthen brand recognition and improve long-term recall.

To support consistency across the experience, I created a reusable UI component library that reinforced trust and simplified future design and development work. I also leaned on proven UX patterns and accessibility best practices to create intuitive, user-friendly interactions from the start.

Beyond aesthetics, the redesign focused heavily on performance and usability. Through A/B testing and iterative optimization, we improved the effectiveness of key user actions across the site. ADA compliance and accessibility standards were built into the process to ensure the experience worked well for all users.