Gresham
Gresham is a fintech company that provides enterprise data automation. Their powerful platform, Clareti, helps major banks and financial institutions keep their data accurate, transparent – whether it’s for reconciliations, regulatory reporting, or day-to-day operations.
Project:
UX Strategy & Creative Concept
Role:
Design Lead
Date:
Feb 2024
Aligning a unified brand with clear product offerings
Gresham approached us at a pivotal moment of transformation. As they prepared to merge with a second fintech company, it became clear their digital presence needed to evolve. While their existing site was provided technical insight, it lacked the clarity to effectively communicate how their product offerings and solutions were structured. Internally, their team struggled with scaling pages, and aligning content with user journeys. The brand needed a unified voice – one that reflected their revised business model and positioned them as a market leader.
Understanding users & stakeholders
We ran sessions with stakeholders, product managers, and marketers to reveal internal objectives, user pain points, and insights. We carried out a user journey audit in mapping the user journeys throughout the site, determining friction points such as confusing CTAs, technical jargon, and inconsistencies.
We discovered three user personas through a qualitative and quantitative approach—DataOps Leaders, Compliance Officers, and CTOs. Each set presented an interesting point of view: the DataOps needed efficiency in handling large-scale data workflows; the Compliance Officers required visibility and the reduction of risk; and the CTOs needed scalability, with the re-assurance of long-term value.
Clarifying complexity to connect with users
From discovery, we took out key challenges to address:
Information Overload: Users felt overwhelmed by technical language and lacked a clear starting point.
Disconnected Storytelling: The site didn’t clearly how Gresham's technology solutions worked.
Lack of Trust Signals: Testimonials, case studies, and recognitions were underutilized or hidden.
Knowing their particular objectives and challenges helped refine the user experience so that we could provide a sitemap to mirror these goals.
Shaping a vision through collaborative ideation
During the ideation phase I led a series of collaborative design workshops that brought together key stakeholders from marketing, product, and development teams. These sessions were designed to inspire creative thinking and gather different perspectives on how the brand should visually and cohesively evolve. Using guided exercises like, “how might we” prompts, and moodboarding, we explored a range of visual directions and messaging themes.
A cohesive brand with technical clarity
The result was creative concept with a clear, fresh creative direction that brought together Gresham’s technical strength with a more human, approachable tone. It set the stage for a visual style and voice that felt both professional and relatable—helping the brand connect more naturally with its audience while staying aligned with its new business direction.
Smarter, clearer experience, driving engagement
The result of the project was a significantly improved user experience that made it easier for visitors to understand who Gresham is, what they offer, and how their solutions solve real business challenges. The restructured navigation provided a more intuitive path through the site, helping users quickly find relevant information based on their role and needs. With a clearer product hierarchy, refined messaging, and a consistent tone of voice, the new experience not only elevated the brand but also created stronger connections with target audiences—ultimately supporting lead generation and positioning Gresham as a more confident, modern fintech leader.
