Craigs Investment Partners is one of NZ’s largest investment advisory firms, built on enduring client relationships and trusted local partnerships. After nearly 40 years in the business, Craigs approached us to update, modernise and relaunch the brand from end to end, the website being a crucial, central component.
Our process involved a comprehensive deep-dive into what defines Craigs - a premium, trusted service with a strong Kiwi groundedness, built around trusted relationships, significant local presence, and world-class teams.
We had already developed a new strategic positioning focused on what really makes them different - their relationships ‘Wealth made truly personal’. The job now was to translate that into a new fresh online experience.
A full UX/UI strategy audit highlighted key points to address. From this we developed a clear online framework and digital redesign, introducing a new graphic system that included new brand colours, typefaces, icons and key brand assets, extending the identity to every touchpoint in digital and beyond.
The copy, brand tone, imagery and content flow was meticulously crafted in close partnership with Craigs’ internal stakeholders. Special attention was paid to making an abundance of complex information easy to understand, digest and navigate, while building a more efficient, effective platform to connect with customers and new leads.