FT Brand Hub website design
challenge.
The Marketing Brand and FT Creative teams needed a central place to house and showcase key brand marketing initiatives. This was designed as a temporary solution ahead of Frontify, so it needed to be simple, intuitive and easy for teams to manage without friction.
The challenge was to:
— Create a clear, structured overview of multiple campaigns and brand platforms
— Make content easy to navigate and digest across devices
— Build something lightweight and usable for non-technical teams, while maintaining FT’s design standards
The Financial Times’ New Agenda initiative addresses global challenges such as climate change, inequality and geopolitical tensions. It offers insights for governments, businesses and individuals. Covering a wide range of topics, it promotes responsible economic behaviour by equipping readers with the knowledge to make informed decisions. The main challenge was to raise global awareness and drive conversions.
solution.
I art directed the project, working closely with an external agency to shape the overall experience and ensure the output aligned with the FT brand.
— Defined the structure and visual direction, bringing multiple campaigns into a cohesive, easy-to-navigate system
— Guided the agency on layout, hierarchy and interaction to balance clarity with a more considered, editorial feel
— Ensured consistency across desktop and mobile, with content designed to be easily updated through the CMS
The result was a clear, functional hub that gave teams immediate access to brand work, while setting a solid foundation ahead of the transition to Frontify.
Developed a dual creative approach for brand and performance, delivering a consistent system across all channels and markets.
1. Awareness (brand-led design, “Make Sense of It All”)
— Positioned the FT as an essential guide for business leaders navigating global challenges
— Messaging resonated with professionals who are curious, ambitious and value independent journalism
