Prudential – houseofhoosain

Company: Investis Digital
Brand: Prudential
Role: Director of Client Brand

- Brand Strategy
- Creative Strategy
- Design UX/UI
- Art Direction

Project Overview

Following Prudential announcing its demerger, we were tasked with translating the re-focusing of Prudential Plc to the new corporate website experience. One that reflected its focus on the growth potential in the Asian, US, and African markets.

With the new brand statement “Freedom to face the future with confidence,” we shifted the brand towards a modern, future-looking, and confident TOV, visual language, and user experience. This ultimately better reflected the new brand proposition and principles of Freedom, Confidence, and Future.

Informed and inspired by the brand statement " Freedom to face the future with confidence", we shifted the visual language to a modern and more confident look and feel. Updating the brand colour palette to be more vibrant and impactful, whilst still keeping its historic core primary colours.

Initial pitch concept to visually communicate our suggested approach to the proposed visual brand language and user experience.

Defining website requirements, UI and UX principles.

Further developing the page micro-interactions, transitions and overall digital experience to reflect the design and UX principles FREEDOM, CONFIDENCE and FUTURE

When designing the layout of page modules we opted for an open and spacious look and feel, confidently embracing negative space between components and photography.

Further development of the global page elements and module micro-interactions and behaviors. We opted for a multi-level interactive experience to give the website depth and a futuristic feel. With specific pages unveiling new delightful interaction to encourage exploration and to create a sense of playfulness and freedom.