This expansion quickly outpaced our strategy and our release efforts became somewhat siloed. As a result, we faced branding, messaging and navigation issues across these websites that led to a disjointed user experience. The challenge was to establish and implement a digital strategy that would unite these websites under a proper and consistent brand, look and feel, while still allowing the necessary distinctive visual properties unique for each site to serve their primary customer base.

While it was extremely difficult to get all digital and marketing teams aligned and organized, I was part of the leadership digital design group that successfully established a foundational set of design principles and digital style guide for all websites.

Included in this process was full redesigns of the Capital Group homepage, creating an inviting entry point that would quickly navigate the visitors to their proper region and business destination. Provided are a few design examples of how we approached and implemented this top-down strategy on the homepage, and refined it over the years.

The positive results were immediate based on the positive feedback and usage metrics. While establishing this was difficult, it was absolutely essential and set up the necessary foundation for functional digital scale for the firm’s growth.