Securing a unified digital experience

Westminster was looking for a modern aesthetic, but didn’t want to drift too far away from their established corporate look. We began our design exploration with a makeover of their existing logo—maintaining the serious vibe, while introducing a simple, fresh identity.

Although the original client request was a light redesign, it quickly became evident that Westminster needed a full re-architecture to bring all three verticals together in a unified hub. It wasn’t a simple task: these were distinct offerings with different audiences.

Following a UX audit of their current web presence, we wireframed a new centralized site that seamlessly consolidated Westminster’s vertical-specific domains. Our solution was to turn the homepage into a “choose-your-own-adventure”-type  experience branching off into three separate user flows: land, sea, and air. This approach was such a success that it later inspired Westminster’s creative strategy for a television ad campaign.

We took a similar approach with the user interface—bringing  intentional design that’s future-forward in the industry, but not overdone. We created a consistent visual language across the entire site, with a refreshed color palette, typography system, and button styles. We also introduced microinteractions to make the user experience more memorable than a standard corporate website.

To give Westminster the building blocks to maintain a cohesive digital experience, we created an extensive design system—including light and dark mode versions of every component. For a seamless development hand-off, we also coded all of the components.

In a series of strategy sessions with the Westminster team at their UK headquarters, we mapped out product groupings, filtering, and hierarchy for the newly unified e-commerce experience—breaking down the silos between land, sea, and air. We also introduced a new feature to solve for an existing UX issue: With an inquiry form builder, a customer no longer needed to submit individual inquiries when interested in multiple products.