CI Financial had spent decades building one of Canada’s largest wealth management businesses across a broad range of client segments. As part of a broader strategic repositioning, the firm was sharpening its focus on ultra‑high‑net‑worth and institutional clients — audiences that already understand wealth management, but judge heavily on how a firm presents itself.

The existing site reflected an earlier era of the brand. It served a general audience competently, but it didn’t signal the considered restraint those clients and their advisors expect. Where the old site competed for attention, the new site needed to earn trust quietly and speak with more precise, institutional language.

The redesign was, at its core, a translation problem: presenting a 60‑year‑old institutional firm to a clientele that values discretion, longevity, and taste — without losing the breadth or history that built the firm in the first place.