Their existing site was holding back growth with several critical challenges, starting with an inflexible CMS that forced them to use outdated rigid templates. This became especially painful when managing multiple site versions across different languages. Every content update turned into a complex, time-consuming process that prevented them from moving quickly on new opportunities.
They also needed a better system to organize and showcase their thought leadership content to engage users more effectively across existing and emerging market segments.
The redesign aimed to address those challenges while elevating their brand through refreshed design and navigation, with a focus on highlighting strategic priorities like corporate social responsibility and impact investing that were already generating significant client interest and driving business growth.
I was the lead designer on the project with hands-on involvement from initial research and strategic planning through to final high-fidelity mockups and component specifications.
My Role
Strategy, Interaction Design, Visual Design
Team Members
Content Strategist, UX/UI Designer, Project Manager, Front End Developer
Timeframe
4 Months
Discovery & Approach
The team and I began with a thorough discovery phase to understand Cambridge Associates' global offerings and complex digital challenges.
Our approach followed a structured process that combined strategic analysis with creative problem-solving.
At each stage, we presented our findings and recommendations to the client, ensuring continuous alignment and collaborative decision-making.
Information architecture & wireframes
Our goal was to deliver a flexible system that could adapt to future needs. This required creating a clear navigational structure for existing content while leaving room for growth.
I ensured each component adhered to flexible responsive design standards, partnering with developers to deliver accessible elements that would adapt seamlessly across all screen sizes and content variations.
Visual Design Exploration
I guided the client through a mood board exercise to review and critique visual inspiration, aligning on aesthetic goals and identifying what to avoid.
From there, I created style tiles to explore a future aesthetic, incorporating existing brand guidelines, client input, and the evolving component structure.
Bringing the Vision to Life
Delivering this redesign created immediate impact. The new modular system empowered their team to launch content significantly faster across multiple emerging markets, directly supporting their expansion. The refreshed navigation and visual identity positioned them as the innovative leader they needed to be in an increasingly competitive landscape.
The thought leadership hub became a game-changer, dramatically improving how they showcase expertise to both traditional institutional clients and new market segments. What made it especially rewarding was seeing the client's leadership team recognize that they finally had a digital platform that could scale with their ambitious growth plans.
Outcomes
Modular CMS and component library reducing content publishing time across multiple markets.
Intuitive navigation structure highlighting key services and emerging focus areas like ESG and impact investing.
Integrated thought leadership improving content discoverability and cross-promotion.
Refreshed visual presence that elevates the brand while maintaining their established identity and credibility.
Curated thought leadership sections displayed throughout the experience showcases the latest content within various categories.
