First Cover is a fintech insurance platform. I led the redesign of their marketing website to fix unclear navigation and fragmented branding — delivering a responsive site with a unified visual identity.
The original site suffered from a confusing navigation structure and inconsistent visuals — typography, color, and logo usage varied across pages, weakening both usability and brand recognition.
Rebuild the site experience around clear navigation and a cohesive brand system, so users could find what they need quickly and the brand would read as one consistent voice across every touchpoint.
I conducted stakeholder interviews and user research to ground the redesign in real pain points, supported by a competitive analysis of 5 competitor sites.
I restructured the information architecture first, then built responsive wireframes and high-fidelity prototypes in Figma to validate the new navigation before visual design began. In parallel, I developed unified brand guidelines — typography, color palette, and logo assets.
Early homepage direction explorations across color and layout before landing on the final purple identity.
The Industries mega-menu, restructured into clear Technology, Traditional, Emerging and Life Science groupings.
Unified logo, business card and LinkedIn banner — one consistent voice across every touchpoint.
The client requested a signature interaction for the homepage. I designed a line-shape illustration that draws itself in as the user scrolls the Solutions section — adding motion and personality without distracting from the content.
The line illustration before and after it draws in on scroll.
The hero subtitle reveals progressively as the page loads and scrolls.
The existing icon set was inconsistent in style and weight. I restructured and simplified the icons into a single system aligned with the new brand principles.
Designs were converted to production-ready HTML via Anima, giving developers a working reference and cutting implementation time. Brand guidelines were delivered as a shared resource so future pages stay on-system.
The client praised the clarity of the new navigation and the consistency of the visual identity.
Redesigning for a fintech brand taught me that trust is a design outcome — consistency in type, color, and navigation isn't polish, it's what makes users believe the product is reliable.
Given another iteration, I would validate the new navigation with task-based usability testing before launch rather than relying on post-launch metrics alone.
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