A bold identity and website that transformed trust into thought leadership

The challenge

A leading provider of insurance-based wealth solutions globally, Utmost has more than 100bn worth of assets under its remit. Its Navigator Quarterly Technical briefing is a well-known source of industry knowledge for professional advisers to High and Ultra-High Net Worth individuals.

Utmost needed more than just a home for its content. It needed a destination.

Not only did this content hub need to solidify Utmost’s status as a thought-leader – on the pulse when it comes to industry developments – but with the content itself being highly technical and constantly evolving, it needed to be housed in a clever way, whilst still being communicated via a compelling experience.

We set out to build a beacon. A destination to not only reflect the proposition of the Utmost brand, but reinforce its position as the north-star for High and Ultra-High Net Worth advisers navigating a fast-moving regulatory landscape.

Utmost Wealth Solutions might already be a trusted name. But the Navigator project offered an opportunity to elevate that trust into thought leadership: a destination where clarity meets credibility, and where advisers could return again and again for perspective and foresight. Our solution was a design system built on confidence, calm authority and usability.

We balanced premium editorial cues with digital utility. We restructured technical topics into formats that encouraged exploration without overload. We offered interesting and unexpected features to elevate the experience. We made the complex captivating.

This isn’t just a content hub – it’s a living reference point for industry leaders navigating complex change. Through visual design, structure and innovation, Navigator has transformed the way Utmost shows up in the market.

• Elevated content with sophisticated design
• Crafted a bold new visual identity
• Built navigation for complexity behind the scenes, but smooth on the surface
• Implemented a workflow to publish complex technical content with accuracy and efficiency
• Made it seamless behind the scenes
• Weaved in unique features, styles, animations and layouts
• Optimised shareability
• Created availability anytime, anywhere
• Email and social media branding
• Created a scalable platform for technical outreach

• Unprecedented industry reception
• Regular press features
• THE go-to platform for industry updates
• A key stakeholder engagement tool
• 16,000+ site views in 10 months
• Industry-leading engagement of 53%
• Average 3-4k returning users to the quarterly briefing
• Audiences across 30+ countries
• 96 completed submissions
• Low bounce rates 0-5%