Fintech Website

Roles: Design Lead

Tools: Figma, Hubspot, Adobe

Industries: AML, Fintech

Transitioning from a MVP to established product, Jade Thirdeye needed a new website to showcase its premium solution and differentiate itself within the competitive market.

The goals were to refine Jade Thirdeye's brand identity and digital presence to better reflect its position as a reputable industry leader and stand out from its competitors. Some of the challenges were that the website had to be built in HubSpot, the CRM system used by our sales and marketing teams. It needed a flexible, user-friendly backend that would empower our team to create web and landing pages autonomously going forward.

We delivered 37 new webpages with a clean, modern design that stands out in a competitive market and will stay relevant over time. Inspired by minimalist Swiss design, we used plenty of white space to let the content breathe and feel easy to read. Since many pages were content-heavy and complex, our goal was to keep them clear, engaging, and not overwhelming. Imagery was minimal, used mainly to break up text and colour was used sparingly to highlight key information and interactive elements.

Through an analysis of the existing website and its common content blocks, I designed and built various templated modules and layout guides that allowed our team to quickly build webpages with little to no design or web experience. A library of imagery and icons were also created to give autonomy to users.

Understanding our conservative market demographic, we tailored our storytelling to address serious topics in an engaging manner. A series of digital collage images were created to help tell this story, depicting key solutions like transaction monitoring and customer screening. These images, enhanced with guilloche textures reminiscent of money, helped convey complex topics in a fun and engaging way.

Recognising that users consume information more effectively through video, we ensured this was front and centre, making it easy for users to get a summary of the problem the product solves. The video brought to life the digital collages, making for an end-to-end storytelling experience.

The successful launch improved our brand's narrative, market positioning and acted as an anchor point for future visual communications. The implementation of the new design system empowered our marketing team to swiftly create and launch landing pages, significantly reducing production time and the number of stakeholders involved. This eradicated previous bottlenecks, leading to a more efficient and quick to market solution.