CMC Markets
Website
My Role - Creative Direction, Design Direction, Ui Design, UX, Photography
Brief
Redesign CMC Markets retail web offerings as well as moving forward our brand proposition.
Audit Old Site Map
I conducted a thorough audit of the previous site and uncovered widespread content duplication caused by poor SEO practices. I reviewed every page in detail and recommended what should be removed, combined, or repositioned — all shaped by a clear understanding of user journeys. The goal wasn’t just to declutter, but to streamline the experience and make navigation more intuitive and effective.
New Site Map
I redesigned the site map to be more streamlined and user-focused, mapping distinct journeys for three key groups: new traders, users looking to switch, and those seeking specific information. This structure made navigation more intuitive and ensured that each user type could quickly find what they needed, improving both usability and engagement across the site.
CMC Markets Home
I designed the homepage to act as a storefront — spotlighting top instruments and featuring the latest campaigns front and centre. The goal was to give visitors an immediate sense of what mattered most, turning the homepage into a dynamic, high-impact entry point that encouraged deeper engagement.
Product
I completely reimagined the CMC Markets product tour. It had relied on static images and dense text, positioned for SEO but lacking engagement. I kept the SEO copy, but moved it below the fold, and replaced the top section with interactive video demos across devices. This shift modernised the experience and made the product feel dynamic, clear, and customer-focused.
Markets & Data
Designing the "Markets & Data" section was a rewarding challenge — balancing depth with clarity to present complex data in intuitive, meaningful ways. The product team were so impressed with the outcome, they integrated my designs directly into the platform itself — a strong validation of the work.
Content Pages
The content pages underwent a significant cleanup, introducing clear signposting to replace the previous scattered arrangement.
The revamped structure featured a streamlined layout: column 1 dedicated to navigation, column 2 focused on content, and column 3 utilised for effective signposting and cross-selling.
This reorganisation aimed to enhance user experience by providing a more intuitive and organised presentation of information, improving navigation and promoting cross-content engagement.
Iconography
Inspired by Noma Bar's campaign utilising flat design, I created hundreds of icons to enhance visual communication. The emphasis on flat design allowed for a clean and minimalist aesthetic, contributing to a cohesive and modern visual language across various aspects of the project.
Photography & Video
One of my early concerns at CMC was the use of clichéd, unconvincing photography — either overly staged or lacking polish. I drew inspiration from a scene in Imagine That, where a trader sits by a window in a way that felt authentic and aspirational. Using that tone as a guide, I redefined how we visualised our audience — refining the look to feel real but elevated, and aligning it with the new CMC brand. It brought a relatable, credible energy to the site’s photography and moved us away from stock clichés.
