Overview
Jade Thirdeye, a SaaS anti-money laundering solution, required a website redesign to reflect its modern capabilities and stand out in the market. As the SME and lead designer, I collaborated closely with the marketing lead on wireframing, design, and development. The project was executed through HubSpot’s CRM. The successful launch enhanced our brand narrative and market positioning, serving as the centre point for marketing communications.
My Role:
Design Lead
Timeframe:
12 Months
Tools:
Figma, Hubspot, Adobe
Problem
Transitioning from a MVP to established product, Jade Thirdeye needed a new website to showcase its premium solution and differentiate itself within the competitive market.
The goals were to refine Jade Thirdeye's brand identity and digital presence to better reflect its position as a reputable industry leader and stand out from its competitors. Some of the challenges were that the website had to be built in HubSpot, the CRM system used by our sales and marketing teams. It needed a flexible, user-friendly backend that would empower our team to create web and landing pages autonomously going forward.
Final developed screens
Solution
We delivered 37 new webpages with a modern and timeless aesthetic, ensuring longevity while distinguishing itself in a competitive market.
Characterised by a minimalist Swiss design style, we wanted to allow lots of white space to add emphasis around the content and help it breathe. Many pages were content-heavy and covered some complex subjects, so it was important that they didn't overwhelm the user and still felt engaging and attractive to read.
Imagery was minimal and used only to provide a break between reading. Colours were used sparingly to highlight interactive elements and key information, ensuring the website felt modern and timeless.
Design system
Through an analysis of the existing website and its common content blocks, I created a design system filled with various modules and layout blocks that allowed our team to quickly build webpages with little to no design or web experience. A library of imagery and icons was also created to give autonomy to users.
Final developed screens
Creating unique illustrations
Understanding our conservative market demographic, we tailored our storytelling to address serious topics in an engaging manner. A series of digital collage images were created to help tell this story, depicting key solutions like transaction monitoring and customer screening. These images, enhanced with guilloche textures reminiscent of money, helped convey complex topics in a fun and engaging way.
Initial moods for 'Transaction Monitoring' imagery
Final design concept rendered for 'Transaction Monitoring'
Final design for 'Customer Screening'
Bringing the brand to life
Recognising that users consume information more effectively through video, we ensured this was front and centre, making it easy for users to get a summary of the problem the product solves. The video brought to life the digital collages, making for an end-to-end storytelling experience.
Results
The successful launch improved our brand's narrative, market positioning and acted as an anchor point for future visual communications. The implementation of the new design system empowered our marketing team to swiftly create and launch landing pages, significantly reducing production time and the number of stakeholders involved. This eradicated previous bottlenecks, leading to a more efficient and quick to market solution.