Client - Canada Life Investments
Date - 10 June 2016
Creating a good user experience that accommodates lots of online content is a difficult balancing act but if achieved, provides an essential shop window and valuable marketing tool. Which is just what we did…
Canada Life Investments is a UK-based asset manager responsible for managing more than £33bn of equities, fixed income and property investment solutions. Their 45-strong team of investment professionals based in the heart of the City of London partner with only the best agencies who they can trust explicitly to deliver their digital consultancy needs. Having worked with them for nearly 8 years, we put forward and embraced the challenge to redesign and refresh their website.
Our mission was to transform a ‘flat' and content-rich website into a streamlined, engaging user experience – without losing the content. We had to find a way to simplify a dated and text heavy website, yet ensure content was still king and not let imagery take over.
We were asked to push the boundaries - and we did just that – with a progressive design and a clean minimal theme, we kept all the key information at the forefront of the design without it looking cluttered, busy or too wordy.
Exploiting a mobile and content-first approach to design whilst considering both the image and content needs of the user beforehand, directed which elements were to be included and the hierarchy of the page. The rest then followed. We updated the brand colours and logo making them sleeker and less corporate, but keeping in mind that the website needed to communicate a sophisticated and unique message to high-net worth individuals.
It’s now a website that engages - promoting news, insights and knowledge to the forefront - its improved brand messaging and engagement helps support and close the loop on those all-important digital marketing strategies.
We hit the nail on the head in terms of the creative brief - the website now boasts an elevated digital brand identity with an enhanced user experience. Strong call to actions to encourage subscriptions and social following, meeting the core objectives of the website. Evocative, full screen imagery with contemporary scrolling and mobile menu makes Canada Life Investments truly stand out from their competitors yet still remain accessible for the more traditional user.
In terms of identity, our ambitious website make-over initiated a whole brand identity refresh. That’s something to shout about.