This is branding at its worst.

There are a lot of empty promises, imprecise language, trend riding, the list goes on.

For instance:

• It’s time for something unique, and better
• carefully crafted
• reclaiming individuality
• we follow our instinctive soul
• complete heart for service
• sensitively crafted

There is no substance behind all this empty style. What exactly are they going to be doing differently?

"We take pride in our craft of taking your money and sending it to CORPORATION."

"We and CORPORATION have a personal bond and renewed fusion of values for taking your money."

I'm lost on the homepage... There's beautiful videos under the videos tab that tells me what this "bank" actually is. However, I land on an empty homepage that has 0 for me except a pretty photo.

"As it becomes more difficult to tell one bank from another, there is a renewed respect for craft."

So, how do I know what bank you are when the homepage tells me nothing about your brand or what I should be doing?

• Is the goal for me to sign up?
• Is the goal for me to learn more?
• Is the goal for me to understand the Field & Main brand?
• Is the goal general awareness?
• Two of the links on the homepage (that are the most noticeable) lead off the site entirely (bottom right)
• Why does the nav structure change on internal pages? (no longer top aligned)

I love the fact that a bank is trying to be personal and taking a painstaking amount of time to do it through the brand and through some greatly produced videos but, it's still a raw concept...

Fix those ugly URLs...

Seems like a bank you would find in Brooklyn...