Lancashire UK Insurance Website redesign

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Mission

Lancashire UK Insurance needed a clear, compelling digital presence to better communicate their offerings, values, and growth vision to both existing stakeholders and new clients. As the business was entering a phase of expansion, their outdated website and 4+ year-old digital brand book no longer reflected their ambitions.

They engaged us to redefine their online identity, modernising their website, evolving their brand, and ensuring their messaging, visuals, and UX aligned with their business goals.

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My Approach

I led the on-site workshops with Lancashire’s team to uncover key pain points in their existing site and branding, identify their core audiences and how they interacted with the website, and establish a clear, compelling content structure. This collaborative process shaped a tailored UX and messaging strategy that prioritised their clients and stakeholders. I also took the lead in refining and expanding Lancashire’s digital brand book, which hadn’t been updated in over four years. This involved modernising their typography, color system, and design components, ensuring consistency across web, print, and digital platforms, and introducing flexible design templates for internal and external communications. With a solid brand foundation in place, I redesigned the website from the ground up, developing a structured and engaging user experience that clearly outlined Lancashire’s services, showcased case studies and insights to reinforce their industry expertise, and used strategic storytelling to differentiate them in a competitive market. The new site incorporated scalable design components, allowing Lancashire’s team to easily update and evolve their content as the business grows. My role was not just about design execution but also about aligning business strategy with digital experience, ensuring their online presence truly reflected their ambitions.

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What I did to help ahieve this.

- Website Redesign & UX Restructure: A clear, user-friendly experience tailored to different audiences.

- Digital Brand Book Evolution: Updating Lancashire’s brand assets, design system, and content guidelines.

- Stakeholder & Client-Focused Content Strategy: Ensuring clarity in their service offerings and business values.

- Workshops & Collaboration: Aligning the site structure with their internal teams’ needs.

- Visual & Messaging Framework: Strengthening the digital identity for consistency across platforms.

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Key Takeaways

This project was more than just a website refresh—it was about aligning Lancashire’s digital presence with their future growth. By combining strategic workshops, UX-driven design, and a refined digital brand system, we provided them with the tools to clearly communicate their value, engage their stakeholders, and evolve with confidence.

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