Starting from scratch, we completed a series of interviews with sales leaders, product specialists and clients from Australia to Asia and North America. Then we used these insights to develop a site information architecture and strategic approach to solutions-based sales. This was a huge exercise in content creation, with more than 120 pages of insights, research and case studies (complete with new copy, photography, icons, graphs and tables) re-engineered from existing print material. Accuracy down to the last footnote became extraordinarily important because with accuracy comes credibility. Cool black and white imagery, and muted colour palette, add to the premium effect and further help position ANZ as an industry leader in institutional banking.