Building Clarity and Trust Through Brand and Digital
Client
Alexander Forbes
Agency
Accenture
My Role
Creative Director
Skills Used
Strategy
Creative Direction
Design Direction
UX/UI Design
Design
Coaching
Competitive Analysis
The Challenge
Alexander Forbes needed a digital experience that would strengthen its brand, build customer trust, and support complex financial journeys across web and mobile.
The Solution
I implemented a human centred design process, starting with on site research in South Africa to understand customer needs. Competitive benchmarking established the standard against global financial leaders, while collaborative workshops accelerated alignment across all departments. I defined a clear, modular, and fully responsive platform. I established an authentic photography style and visual language that made complex financial services feel approachable. I exceeded the initial scope by delivering additional layouts and modules, giving the business the flexibility to adapt content with confidence.
The Impact
Alexander Forbes strengthened its brand credibility and set a new benchmark for digital quality, with stakeholder feedback highlighting the clarity, speed, and above expectation delivery.
Requirements Gathering
We began with remote scoping calls from the UK, followed by two weeks on-site in South Africa. I met with department heads and stakeholders to capture detailed requirements, align priorities, and ensure a shared vision across all functions.
Best In Class Review
I conducted a rigorous competitive and market analysis spanning digital challengers, tier-one global banks, and South Africa’s major financial institutions to define a benchmark framework for Alexander Forbes.
Photograhy Direction
I explored multiple creative approaches to ensure flexibility in tone and style across Alexander Forbes’ communications. Developed four distinct routes, each designed to resonate with different audience needs and brand expressions. Well Being was selected.
Well Being
24/7 Life
Honest
Abstract
A Human Home
I set the design direction for the Alexander Forbes homepage, focusing on a human approach to life insurance, pensions, and savings. Using research insights, we selected authentic images our audience could relate to. To build trust in a market wary of banks, we let genuine stories do the talking, creating a UI that felt easy and welcoming as an entry into the customer journey.
Responsive Grid and Layouts
I defined breakpoints and created a modular grid system for diverse content types. I delivered desktop and mobile variations to ensure usability and visual consistency across devices. I exceeded the original scope by delivering additional layouts and modules for greater content flexibility.
Design Process
I adopted a fluid, iterative workflow, designing in full colour alongside wireframes to accelerate delivery. I integrated real-time stakeholder feedback during on-site sessions, enabling rapid refinement and alignment across content, brand, and UX.
Outcome
