When Gluskin Sheff, one of Canada’s top wealth management firms, went through a rebrand with one of Canada’s leading brand agencies, we were called on as a partner to reimagine their digital experience. We focused on elevating their identity by enhancing the strong connections they have with their customers, while expanding their voice to resonate with a more diverse demographic.
The financial sector is risk-averse by nature, but being a leader means stepping forward and we guided Gluskin Sheff towards a website that reflected the progressive nature of the rebrand. The design language is rooted in approachability, shedding traditional stiffness in favor of a broad color palette, human-centric imagery, and rich layers of interaction and animation. The new website stands out from a sea of sameness as a modern and engaging online experience.
Through our UX workshops, we unlocked the need to design with a mobile-first approach. We leveraged mobile layouts to promote critical messaging and layered interactive features to guide users through supporting content. A flagship client portal system was also extended to work on mobile devices, empowering customers to manage their portfolio from the palm of their hand.
With the team being their greatest strength, we wanted to convey the expertise and experience behind the Gluskin Sheff name. The page was designed to communicate the comprehensive and interconnected nature of the organization, with each of the individual bios meant to feel personal and approachable.
With a lean towards younger, less-experienced investors, we set out to improve clarity around Gluskin Sheff's diverse product portfolio in order to strengthen the connection with their audience. We infused the products with much needed context, leading with their approach to investment management while layering supporting information into the product details.
