Work
Astorg
Website redesign to simplify and clearly communicate it's investment story
Client
Astorg
Type
UI/UX
Year
2025
Duration
3 months
Project
Astorg is a European investment company with a long-term, strategic approach. The project involved the redesign and UX restructuring of its website, with the goal of capturing what differentiates Astorg and clearly expressing the energy behind its investment philosophy.
My role involved:
Conducted in-depth pitch research, including competitor analysis and creative inspiration exploration
Led pitch design development and early-stage prototyping
Contributed to the creation and refinement of the final pitch presentation
Assisted in stakeholder interviews to gather insights and inform strategic direction
Developed wireframes for key user journeys and core pages
Established the visual look and feel during the pitch phase, which became the foundation for the wider project. Including hero concepts, social media assets, advertising creatives, and exhibition stand mockups
Project
Astorg is a European investment company with a long-term, strategic approach. The project involved the redesign and UX restructuring of its website, with the goal of capturing what differentiates Astorg and clearly expressing the energy behind its investment philosophy.
My role involved:
Conducted in-depth pitch research, including competitor analysis and creative inspiration exploration
Led pitch design development and early-stage prototyping
Contributed to the creation and refinement of the final pitch presentation
Assisted in stakeholder interviews to gather insights and inform strategic direction
Developed wireframes for key user journeys and core pages
Established the visual look and feel during the pitch phase, which became the foundation for the wider project. Including hero concepts, social media assets, advertising creatives, and exhibition stand mockups
Project
Astorg is a European investment company with a long-term, strategic approach. The project involved the redesign and UX restructuring of its website, with the goal of capturing what differentiates Astorg and clearly expressing the energy behind its investment philosophy.
My role involved:
Conducted in-depth pitch research, including competitor analysis and creative inspiration exploration
Led pitch design development and early-stage prototyping
Contributed to the creation and refinement of the final pitch presentation
Assisted in stakeholder interviews to gather insights and inform strategic direction
Developed wireframes for key user journeys and core pages
Established the visual look and feel during the pitch phase, which became the foundation for the wider project. Including hero concepts, social media assets, advertising creatives, and exhibition stand mockups
Research, Discovery & Pitch
The project began with targeted competitor research to inform the pitch, analysing common patterns within the investment sector to identify what worked, what felt generic, and where opportunities existed to stand out. These insights then guided discovery sessions with Astorg, helping shape discussions around their goals, audience, and core messaging, and leading to a clearer, more focused pitch direction.
Research, Discovery & Pitch
The project began with targeted competitor research to inform the pitch, analysing common patterns within the investment sector to identify what worked, what felt generic, and where opportunities existed to stand out. These insights then guided discovery sessions with Astorg, helping shape discussions around their goals, audience, and core messaging, and leading to a clearer, more focused pitch direction.
Research, Discovery & Pitch
The project began with targeted competitor research to inform the pitch, analysing common patterns within the investment sector to identify what worked, what felt generic, and where opportunities existed to stand out. These insights then guided discovery sessions with Astorg, helping shape discussions around their goals, audience, and core messaging, and leading to a clearer, more focused pitch direction.
Sitemap Wireframing & Content Hierarchy
Following discovery, the site structure was defined through sitemaps, wireframes, and content planning. The focus was on creating short, minimal-scroll pages with interactive elements that revealed information gradually, helping users engage without feeling overwhelmed. This phase established a clear UX foundation that balanced simplicity with flexibility.
Sitemap Wireframing & Content Hierarchy
Following discovery, the site structure was defined through sitemaps, wireframes, and content planning. The focus was on creating short, minimal-scroll pages with interactive elements that revealed information gradually, helping users engage without feeling overwhelmed. This phase established a clear UX foundation that balanced simplicity with flexibility.
Sitemap Wireframing & Content Hierarchy
Following discovery, the site structure was defined through sitemaps, wireframes, and content planning. The focus was on creating short, minimal-scroll pages with interactive elements that revealed information gradually, helping users engage without feeling overwhelmed. This phase established a clear UX foundation that balanced simplicity with flexibility.
Look & Feel
The initial look and feel was explored through hero concepts that rebalanced Astorg’s blue and orange palette. Previously dominated by dark blues with minimal orange accents, the brand felt heavy and dated. The proposed direction introduced a brighter, warmer tone by giving orange a more prominent role, while using blue more selectively for contrast. Early Figma prototypes were used to explore motion and interaction, helping demonstrate a cleaner, more modern, and forward-thinking visual direction.
Look & Feel
The initial look and feel was explored through hero concepts that rebalanced Astorg’s blue and orange palette. Previously dominated by dark blues with minimal orange accents, the brand felt heavy and dated. The proposed direction introduced a brighter, warmer tone by giving orange a more prominent role, while using blue more selectively for contrast. Early Figma prototypes were used to explore motion and interaction, helping demonstrate a cleaner, more modern, and forward-thinking visual direction.
Look & Feel
The initial look and feel was explored through hero concepts that rebalanced Astorg’s blue and orange palette. Previously dominated by dark blues with minimal orange accents, the brand felt heavy and dated. The proposed direction introduced a brighter, warmer tone by giving orange a more prominent role, while using blue more selectively for contrast. Early Figma prototypes were used to explore motion and interaction, helping demonstrate a cleaner, more modern, and forward-thinking visual direction.
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