Calyx

Bringing a Loan Origination Software Brand into the 21st Century

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Background

As one of the most recognized names in loan origination technology, Calyx streamlines all phases of the loan process to close more loans faster. Offering a full suite of loan and mortgage origination software products and solutions, Calyx serves mortgage brokers, bankers, and financial institutions. While pursuing a major branding overhaul, Calyx sought out SmartBug Media™ to build a new website that would highlight its updated branding. We harmonized the brand’s reimagined visual identity with inbound best practices to create a powerful user experience that brought Calyx into the 21st century—and beyond.

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Building a Strong Foundation

Our website design for Calyx began with research. We took a deep dive into buyer personas, behavioral data, UX and UI, site analytics, usability, and more.

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Engineering the Experience

With research in tow, we developed wireframes based on a site architecture and messaging that meaningfully addressed Calyx’s core buyer pain points.

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Teasing to the Logo

We extended the shape and color of the logomark’s petals seamlessly into background design elements throughout the site.

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Integrating a Visual Rebrand

We took Calyx’s fresh-off-the-presses brand guidelines and designed the site with modernity and whitespace in mind.

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Leveraging the Menu

A feat for our design and development teams, we built a custom, extended menu that features a content offer and solution-driven navigation into the Calyx ecosystem.

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Ensuring Mobile Usability

The extended website menu works seamlessly from desktop to mobile—content offer included—without any disruption in UX or UI.

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Crafting a Rich Narrative

We developed long website pages with sub-menus and anchor links in order to illustrate Calyx’s interconnected ecosystem and role-centric solutions.