a digital rebrand for iPipeline
digital solutions for the insurance industry
iPipeline is a leading global provider of digital solutions for the life insurance and financial services industries. We partnered with iPipeline on a complete rebrand and rebuild of their corporate website, delivering a modern, accessible, and high-performing digital platform that reflects their position at the forefront of innovation.
2024
ipipeline.com
More page views
More engaged users
Longer user retention
More visitors
project objectives
iPipeline required a comprehensive rebrand and website rebuild to better represent their technology, improve usability, and support business growth.
- Modernise an outdated website design
- Simplify navigation and information discovery
- Improve lead generation and conversion paths
- Deliver a fully accessible and mobile-optimised experience
our approach
We approached the project with a research-led, user-centric process, combining UX research, data analysis, and iterative design.
By restructuring the information architecture, introducing clearer content hierarchies, and validating decisions through testing and analytics, we created a website that is intuitive, engaging, and built to perform over the long term.
client branding
The project included the creation of a new brand book centred around iPipeline’s refreshed logo and evolving identity.
A new colour palette was developed to support both digital and print applications, including a dark mode option, ensuring flexibility, accessibility, and a consistent visual language across all touchpoints.
the outcome
The result is a cohesive global digital presence spanning iPipeline’s main website and regional sites in the UK and Canada.
The new platform strengthens brand perception, improves engagement, and provides a scalable foundation that supports ongoing growth, localisation, and future optimisation.
a modern platform for a global brand
The desktop experience delivers a clean, contemporary interface with simplified navigation and rich content. Clear calls to action and structured layouts support engagement, accessibility, and lead generation across iPipeline’s global audience.
consistent design, refined usability
When viewed on a tablet, layouts adapt seamlessly while maintaining hierarchy and readability. Interactive elements, content blocks, and navigation remain intuitive, ensuring a consistent experience across screen sizes.
accessible, responsive, and fast
On smaller screens, the layout is fully optimised for performance and accessibility. Streamlined navigation, responsive layouts, and improved usability ensure users can engage with content quickly and effectively on the move.
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