AMINA Group
Bringing clarity to the intersection of traditional finance and digital assets.
When SEBA Bank became AMINA Group, it wasn’t just a name change. It was a declaration. A Swiss bank with a global footprint spanning Europe, the Middle East, and Asia, staking its claim at the intersection of traditional finance and digital assets. In financial services, credibility and clarity are non-negotiable. The new platform needed to establish itself for two audiences who required very different things from the same experience.
Making the products the architecture
How do you make a bank feel approachable without making it feel less serious? Start with the products.
The previous site organized everything around internal service language that left potential clients uncertain about what AMINA actually offered. The CEO had a clear conviction: the products needed to be front and center, named plainly, and easy to find. Customers don’t navigate org charts. They navigate needs.
We rebuilt the information architecture around that logic. Banking. Custody. Trading. Lending. Staking. Investments. Tokenization. Two clear audience tracks. Individuals and corporates. Each product named directly, with the depth a sophisticated client needs to evaluate and move forward with confidence.
A design system that bridges two worlds
AMINA’s proposition depends on being both traditional and contemporary. Most institutions in this space pick a side. The crypto world had converged on a tired aesthetic. Heavy 3D renders, aggressive motion, a relentless visual language trying so hard to feel futuristic it had started to feel dated. We went the other direction.
The design system we built takes its cues from the leading technology companies rather than the fintech playbook. Clean, considered, graphically confident. We wanted the experience to feel like a place serious people could trust with serious money. Grounded enough for a private banking client. Contemporary enough for an institutional investor who lives in digital assets.
When the site launched, it signaled immediately that AMINA was a different kind of bank. That was the brief. That was the outcome.
Built to convert, not just inform
A financial services site that educates without converting isn’t doing its full job. Across the platform, we designed flows and pathways that move interested visitors toward becoming clients. Those flows connect directly to HubSpot, capturing leads and triggering follow-up sequences so the AMINA team can act on every serious inquiry quickly.
The research and insights library works the same way. AMINA’s analysts produce regular output across markets and asset classes. We structured the library to surface that content clearly and consistently. Both audiences have a reason to return, and the sales team has a body of work to open and deepen relationships over time.
What we delivered together
AMINA operates across five markets but needed a single platform capable of serving all of them without rebuilding for each one. The answer was translation, not duplication. Weglot handles multilingual delivery across the full site. English, German, Arabic, and Traditional Chinese. Every page, every product, every piece of content available in each language from a single unified design system and CMS that the AMINA team can manage and update in one place.
aminagroup.com launched as the institutional expression of everything the new name stood for. Clear products, a design system that earns trust on both sides of the table, and the infrastructure to serve clients across five markets. The site didn’t just reflect the new brand. It made the case for it. And it was built to earn trust before a single conversation starts.
Services
Development
Sitemap & Architecture
Wireframes & Prototypes
Website Design
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Design Systems
Industry
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