Year
2023
Type
Agency Project
Role
Branding
UX/UI Design
Illustration
Motion
Tools
Adobe Suite
Problem
The asset management industry, historically dominated by traditional financial institutions, is perceived as a complex and exclusive occupation. High barriers to entry, coupled with a lack of transparency and ethical considerations, have discouraged younger generations.
However, a new wave of investors, particularly millennials and Gen Z, is emerging with distinct preferences and expectations. These younger investors are prioritising ethical and sustainable investments, seeking alignment between their financial goals and personal values. Additionally, they are more likely to embrace digital technologies and prefer intuitive, user-friendly experiences.
Fiscus Miller sought to redefine the investment landscape. As a multidisciplinary designer, I was instrumental in crafting a brand identity, user-centric UX/UI, and captivating motion graphics that would resonate with this new breed of conscious investor.
‘Millennials and Gen Z already make up 49% of the world population and show significant interest in ESG factors’
User research
To understand the specific needs of this emerging investor demographic, a deep understanding of their preferences, behaviours, and pain points was crucial. Developing a comprehensive user persona enabled me to empathise with their perspective and would champion design decisions along the process.
Branding
To develop a brand identity that resonated with the target audience, I extracted core brand values from the research:
Be empowering - Inspire and motivate our audience to take control of their financial future.
Be information-first - Provide clear, concise, and honest information to build trust.
Be disruptive - Challenge the status quo and pioneer new approaches to investing.
These values guided the visual language, the resulting brand identity is bold, playful, and modern, setting it apart from the traditional, conservative image of the asset management industry. A vibrant colour palette was selected to evoke a sense of optimism and innovation, reflecting the company's commitment to a brighter financial future.
Sitemap and Wireframes
A well-structured sitemap and wireframes were instrumental in defining the information architecture and user flow of the platform. By visualising the user journey and mapping out the content hierarchy, I ensured an intuitive user experience.
The wireframes also gave a great understanding of how different content sections could be created from the same module components. Leading to a design system that would be time efficient for both the design and development process.
Design System
To ensure consistency, scalability, and efficiency throughout the design and development process, a robust design system was established. This system served as a library of reusable components, such as buttons, forms, page sections and typography styles. By adhering to this design system, I was able to maintain a cohesive visual language across all platforms and devices, accelerating development time and reducing errors. Additionally, the design system enabled seamless handoff and implementation for other designers and developers.
Final Website
Making use of the design system, developers were able to efficiently design a full global site of over 40 unique pages. Putting a focus on engaging touch points throughout the website ensured the brand was; empowering, information-first and disruptive.
Illustration & Motion
The incorporation of playful and engaging illustrations and motion graphics elevated the user experience and brought the brand to life. These visual elements not only enhanced the aesthetic appeal of the website but also served as metaphorical expressions of the company's values and mission. By combining striking visuals with intuitive interactions, I created a dynamic and immersive digital experience that could captivate the target audience and leave a lasting impression.
Project Outcome
This project gave me valuable experience in crafting holistic brand identities and user-centred digital experiences. I honed my skills in conducting in-depth user research, developing effective brand strategies, and designing intuitive user interfaces. Additionally, the importance of creating and managing design systems to streamline the design and development process.
If I were to approach this project again, I would design from a mobile-first approach and explore innovative ways to leverage technology to create engaging digital experiences that suit the target audience.
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