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LINK WEBSITE

Connecting people to cash,
and LINK to its purpose.

The challenge.

LINK needed to shift its perception from being a behind-the-scenes payments network to a trusted champion for cash access in a rapidly digitalising society.

The website was their most public asset, but it was serving two very different audiences. One of them was the general public, needing fast access to “nearest ATM” information on mobile devices. The other were policy-makers, financial professionals and stakeholders needing depth, research and transparency. They needed to create a digital platform that could serve both at scale, while aligning with a repositioned brand voice and visual identity.

The impact.

We delivered a unified, flexible digital experience that combined strategic insight, user-centred design and strong creative direction. We conducted four in-depth workshops with LINK teams to clarify brand voice, map audience personas and define user journeys. We also developed a design system and UI component library, applied across navigation, mobile/desktop needs, and ensured compliance with accessibility (WCAG 2.0 AA) standards.

One of the key steps included simultaneously developing content and visuals while partnering with content writers to make complex info accessible, all while organising art-directed photo shoots and developing a fresh illustrative style to elevate brand imagery. Another area of focus was building usability features: intuitive navigation for each key audience, FAQ chatbots, help centres and feedback loops for continuous improvement.

What they say

“Just wanted to say a huge thank you for your work on the website redesign…”

“It looks crisp, it provides good user journeys, with a clear brand message.”

Nick Quin, Head of Financial Inclusion, LINK

Results.

LINK now has a digital platform that balances fast mobile access for the public with deep-dive content for professional audiences. The revamped site looks crisp, delivers smooth user journeys, and aligns clearly with the repositioned brand.

The redesign has changed perception: from anonymous network operator to proactive advocate for cash-access and financial inclusion. Feedback has been strong — LINK’s team has reported positive reactions during and after the launch.