Helping Direct Line Group Protect Britain

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Direct Line Group (DLG), a leading UK insurance provider, wanted to reposition their digital presence to feel more human, approachable, and reflective of their customers and employees. Insurance policies mean different things to different people, whether it’s getting on the road for the first time or opening a dream business, so the website needed to hero the diversity of customers and staff while maintaining DLG’s strong brand identity.

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DLG also needed to modernize their website while ensuring their parent brand remained distinct from its various sub-brands. Governance was a major priority, so highlighting and promoting staff within the site was crucial. I was brought in to lead the UX/UI design, website branding, and digital strategy for this transformation.

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The Approarch

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To maintain brand consistency while improving usability, we developed a flexible template structure that allowed each sub-brand to feel unique yet cohesive under the DLG umbrella. We carefully retained DLG’s color palette and tones while refining the visual identity to feel modern and engaging.

A key challenge was the lack of existing imagery and limitations within the CMS, which restricted content flexibility.

To overcome this, we worked closely with stakeholders to identify future-proofing solutions, ensuring the site could evolve after launch. We also conducted training sessions with the DLG team, equipping them with the tools to manage and scale the site independently.

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What I did to make this achievable

I led the UX/UI design effort and developed a strategy to address DLG’s goals and the above challenges. The approach combined a refreshed visual design with practical solutions for the CMS. Key actions included:

• Scalable Template System: I created a scalable template system for the site’s pages, allowing each of DLG’s sub-brands to maintain its unique look and personality while adhering to the parent company’s overall style guidelines. This template system ensured consistency in layout and navigation across the site, but with flexibility for sub-brand customization (so that brands like Direct Line, Churchill, Green Flag, etc., could each feel distinct yet part of the DLG family).
• Full-Bleed Imagery and Human-Centric Visuals: To tackle the lack of imagery, I directed an imagery strategy that uses full-bleed visuals (edge-to-edge images) and authentic photos of people. We sourced and incorporated engaging images of real-life scenarios (customers, employees, everyday interactions) to make the site feel lively and relatable. These large, vibrant images helped transform the website’s tone, immediately conveying a more human and approachable feel.
• Digital Guidelines: Alongside the design work, I established digital branding guidelines for DLG. This covered typography, color usage, iconography, and tone of voice for content. The guidelines ensured that as new pages or features were added, they would remain on-brand. It also helped sub-brand teams understand how to create content that fits the unified DLG style.
• CMS Training and Handoff: Given the CMS constraints, I worked closely with the DLG web team to implement solutions that fit within those technical limits. I also provided training sessions and comprehensive documentation so the team could confidently manage and update the site post-launch. This included tutorials on updating the templates, handling images and media in the CMS, and tips to keep content consistent. Empowering the internal team was a priority, to ensure the site’s longevity and that the new design could be maintained without external help.

Throughout the project, collaboration was key. I liaised with stakeholders from each sub-brand to gather feedback and ensure their needs were met without compromising the overall DLG brand coherence. Regular design reviews and iterative prototyping helped align the new visual direction with the company’s vision and the technical reality of the CMS.

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The Result

The final outcome was a successfully repositioned digital presence for Direct Line Group. The new corporate website achieved a welcoming, user-friendly feel while still reflecting DLG’s corporate reliability. It struck the desired balance between corporate consistency and a customer-centric approach: visitors experienced a more personable site with stories and imagery that highlighted real people and impacts, yet all pages remained clearly part of the DLG brand family.

The reception of the revamped site was very positive. Internally, the DLG team found the website easier to manage and appreciated the flexibility of the templates and guidelines. Externally, users and stakeholders found the site more engaging and informative, which in turn supported DLG’s reputation and governance objectives by putting employees and customers front-and-center.

This strategic design and execution also earned industry recognition. The project was honored with the “Best Corporate Website 2019: FTSE 100” Silver Award, reflecting its success among top UK companies​ communicatemagazine.com. This award validated the effectiveness of blending creative UX/UI design with robust brand consistency and technical savvy. Overall, the project demonstrated how thoughtful design and collaboration can transform a corporate website into a compelling, humanised digital experience, delivering long-term value for both the brand and its audiences.

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