RetailBook operates in primary capital markets, connecting issuers, banks, advisors, and platforms to enable retail investor participation.

The website needed to:

Build institutional trust

Explain a complex ecosystem

Act as a partner acquisition layer

The issue was not just visual but the visual layer wasn’t helping either. The content was dense and lacked structure. Positioning was not clearly expressed and there was heavy reliance on text to explain complex systems On the UI side, the brand felt flat, not premium. A lot of colors were used in brand guideline which lacked intent. Overall, it didn’t match the level of trust, scale and sophistication the product operates in.

I worked across structure, positioning and UI.

Rebuilt content flow across pages

Defined clear section roles

Split journeys by audience instead of combining them

Removed redundancy and tightened communication

Identified missing content for better positioning

Clarified RetailBook as a core layer in the ecosystem, not just a platform

Ensured consistency of this across all pages

Elevated the visual system using existing brand guidelines

Refined color usage

Increased whitespace and improved layout balance

Designed for a more premium, institutional feel

Reduced dependency on long text

Introduced custom illustrations and animations where it added clarity

Clearer positioning across the site

Faster understanding of a complex product

Stronger trust and credibility

More premium, institutional visual experience

Better structured journeys for different audiences

Reduced cognitive load across pages