Association of Corporate Treasurers
- Web
- B2B
- Membership
- Strategy
- Brand
- Digital
A leading professional body for the treasury sector in the UK and internationally.
Leading design for a new digital identity. Producing designs that not only echoed a strong brand but also massively simplified complex layouts thus enhancing their users' experience.
Defining the problem
- 01Migrate the complex, content-heavy site across onto a new platform, Umbraco.
- 02Unpick an overly complex site of dropdowns and long lists, and turn it into a design with real visual impact that still works hard as a website.
- 03Provide an intuitive experience that serves members and students, with their different needs, from one simplified core structure.
Many stakeholders, a lot of research to work through, and a limited time and budget. The goal was to reach a minimum viable product quickly: the ACT's core services on the new platform, in a simpler structure the team could build on.
Shaping the approach
Reduce cognitive overload. Research showed where users were getting lost, so the primary navigation was nearly halved, and a mega menu of five long, unbroken link lists was reorganised into clear zones for members, non-members and students. Less to read, less friction, and a clearer route to what each user came for.
Design for conversion. Flagship content became the bridge from non-member to member, with a clear roadmap for turning interest into membership.
Make the brand more than its colours. The old site used the ACT's colours and little else, so I built a visual language that carried the new brand with impact, without copying it.
What we shipped
- 01
New Umbraco site
The ACT's core services on Umbraco, launched as a minimum viable product built to grow.
- 02
Clear user experience
Primary navigation nearly halved, and a mega menu organised into zones for members, non-members and students.
- 03
Brand-led visual language
A visual language that carried the ACT's new brand across the site, with impact and without copying it.
- 04
Member-only content
Locked and unlocked page designs, showing non-members what membership opens up.
Proof of the craft
Navigation nearly halved
Primary options cut from eight to four or five, and the mega menu's long lists reorganised into clear zones.
Three clicks, whoever you are
One structure, three journeys: students reach a qualification and members reach their content within three clicks.
Membership made visible
Locked and unlocked page designs showing non-members what joining opens up.
- Year
- 2026
- Role
- Principal designer
- Sectors
- Corporate treasury
- Professional education
- Platform
- Web
- Umbraco