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About the Company
CI Direct gives Canadians an easy and affordable way to build a brighter financial future, by providing professionally managed investments and financial advice.
Objectives
- Integrate new brand strategy provided by an outside agency
- Integrate the separate Help, Blog and Promotional Page sites
- Improve overall site architecture and navigation to enable easier browsing
- Continue to drive site conversion of users into contacts and ultimately customers
- Build on SEO foundations to drive growth and leverage organic traffic
- Implement a fully responsive solution backed by WordPress CMS
Phase 1
Prototyping
CI Direct came to us under a different company name, approaching a major rebrand. They had big project requirements with lots of moving parts: amalgamate four websites into one, while simultaneously improving the flow of their complete product and portfolio information.
This website redesign was driven by the content strategy. We needed to plan logical homes for all that content, with natural paths to search and discover related content.
Phase 2
Style
CI Direct was working with another agency on their branding. Our goal with the new web design was to thoughtfully apply their brand guidelines and strategy to the new information architecture we’d built for all that content. Their new aesthetic was modern and approachable, and we used that to create clean, spacious page designs.
Phase 3
Bringing it All Together
The new CI Direct website is a much more engaging visitor experience, presenting financial services and resources in a way that feels accessible to a much broader audience. Their content feels engaging, while supporting their ongoing efforts in SEO, content marketing, and driving conversions.
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