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Capturing "the modern traditionalist": A Deep Dive into Prudential's Website Update
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/ Who are Prudential?
Prudential plc, a leading UK life and pensions provider since 1848, offers financial guidance, investment management, and a range of related products and services. Part of the M&G plc family, Prudential operates across 24 markets in Asia and Africa, with headquarters in London and Hong Kong.
Bridging Tradition & Modernity.
To create a modern and engaging digital experience for Prudential plc that authentically reflects the company's "modern traditionalist" philosophy. The website needed to serve as a key touchpoint for customers, providing valuable information, building trust, and ultimately driving business growth.
/ The design approach.
The Prudential plc website redesign aimed to capture the company's 'modern traditionalist' philosophy by refreshing its look and feel while adhering to existing brand guidelines. The design process emphasized cultural sensitivity, particularly considering the needs and preferences of American baby boomers and the emerging new middle class markets in Asia. This involved careful consideration of visual language, imagery, and information architecture to ensure the website resonated effectively with these diverse audiences.
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Case study:
Communicating the brand story of a global multi-national insurance provider. Evolution of a heritage brand. The modern traditionalist.
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/ Project skills.
