Visual Identity UI update

A dated visual identity needed implementing across a high-traffic website without sacrificing usability or the homepage's role as the primary navigation hub for multiple audience types. Sole designer on the project due to headless CMS knowledge and resource constraints. Responsible for translating a print visual ID into production-ready headless components while balancing multiple marketing messages on a single page. Analytics and heatmaps confirmed the homepage as the primary entry point for multiple distinct audiences. The existing layout couldn't support the new visual ID and the required messaging volume without becoming cluttered. Standard hero and card layouts couldn't balance marketing messages with clear navigation. A carousel was requested but rejected, data shows most users never interact beyond the first slide. Led with data over assumption. Audience segmentation from analytics informed a tabbed quick-links structure, surfacing relevant content per user type without overwhelming the page. Traded some creative freedom for clarity and measurable usability. Implemented the new visual ID using a bento-style layout to maximise messaging density without sacrificing hierarchy. Added audience-segmented tabbed quick-links based directly on top navigation patterns from analytics. Added motion, schema, open graph and social sharing functionality to the article page within the CMS. Visual ID implemented across 85% of the site. 98% Siteimprove accessibility score maintained throughout. Improved component usability and new article page with full metadata and sharing capability. A/B test tab labels and ordering based on continued analytics. Explore dynamic personalisation to serve audience-relevant content automatically. Complete the visual update across the remaining 15% of the site.