A 90 day deadline to deliver dual purpose UI
The challenge
Rebranding is an evolution. It’s both an opportunity to engage new customers and remind existing ones of positive credentials and bold momentum.
So, when H.I.G Capital approached us, having acquired KPMG, we were eager to begin unpacking the vision.
The global insolvency practice is responsible for both corporate restructuring clients and personal debt solutions. Two very different business models and customers naturally needed two very distinctive brands.
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The challenge
Parallel branding with a unified goal
We got acquainted with the new companies: Interpath Advisory, who handle corporate restructuring and Cleanslate, who manage personal debt solutions.
While each brand required an individual persona and standalone assets, they both needed to share the same vision, reflecting the expertise and longstanding reputation of KPMG.
We had 90 days to do it. No pressure…
Standalone branding with an aligned vision
The solution
We were mindful that each brand needed to be uniquely positioned. Yet both needed to deliver clarity, guidance and support.
Interpath Advisory has a key audience of business leaders of medium to large companies and financial stakeholders who oversee acquisitions and restructuring.
Cleanslate appeals to people who need help with debt solutions, so the website aims to build trust, with a clear and concise conversion journey.
Co-creation meets innovation
Wayfinding the strategic path
We got started on Sitemap, solution setup and wireframes while awaiting the final brand. Design work then followed in iterations, as elements like the brand colour palette and logo became available.
This approach required intense collaboration and co-creation, going back and forth between our team and the end client. Yet the process ran incredibly smoothly, and all of our visuals were well received.
Timelines became even tighter as the two build teams began work, with only 6 weeks to deliver.
Enhanced functionality
Key features
The Interpath Advisory website Is a brochureware site, which holds a variety of content In many different formats.
The site had to be able to signpost users to the sectors or services which they were interested In, with detailed filtering options within each journey.
In addition, there are a range of content types which are available on the site, and the site had to be capable of managing detailed data such as graphs and heatmaps in an easy-to-absorb and aesthetically pleasing way.
Key features
Seamless conversion journeys
The main conversion journey for the site Is to contact the relevant experts for your needs, which means each journey needs to lead users to the right people for them.
The Cleanslate website is a brochureware site that has an essential role in educating visitors and making it clear quickly if Cleanslate can support their situation.
Visitors tend to want to get help quickly and easily, so the content on the website had to showcase the brand heritage and build trust, while quickly and easily allowing users to confirm what assistance they could get and allowing them to submit their details.
2 dynamic brands, 1 assured evolution
The results
We met the brief and the deadline, with both websites launching within the 3-month timeline. The prompt launch dates helped solidify the success of the new brands and made sure the next chapter of KPMG spoke to the right people at the right time, with the right message.
Both websites have been well received with positive customer feedback, highlighting the success of the UI journey.
As Interpath and Cleanslate grow, both sites are evolving. We’re thrilled to be on that journey with both brands.