11:FS

An unconventional financial services company with a unique take on Fintech

Roles

UI/UX & Visual DesignFront-End DevelopmentArt Direction
Motion Graphic

Who are 11:FS?

To quote them, 11:FS are “11:FS builds next-generation propositions for challengers in the financial services industry: existing firms looking to innovate, start-ups looking to scale, and everyone in between.”
Consulting

The goal was to create a brand new landing page for the consulting side of the business with emphasis on increasing engagement with content such as case studies, reports and articles and conversions via the sign up form.

Old Landing Page Design

New Landing Page Design

What we focused on

Whilst I initiated the design, refinement was added by the design lead.  The attention was focused on these areas of the page to drive more engagement. Striking a balance between the already established visual design of the page with

  • Use of primary and secondary CTAs

    To differentate between key areas for conversion and potential areas where user interaction could become a conversion.

    Old Page

    New Page

    01

  • Use of stats over narrative

    Simplfying the display of our achievments rather relying on a narrative throughout the page.

    Old Page

    New Page

    02

  • Better showcase of articles and case studies

    Creating both of a featured case-study section in addition to a more refined articles and reports section to really show to prospective clients why they should trust 11:FS as their #1 consulting advisory.

    Old Page

    New Page

    03

Results 

Over a 2-month period, the new landing page design heralded a 1000% increase in conversions and 25% increase in engagement for secondary interactions such as accessing case studies, articles and reports.

Hexagonal Performance Graph · Old vs New Landing Page (2 Months)

Brand colour: #6AFFDA

Old Landing Page

2Conversions
0%Engagement
Colour = engagement (lighter → lower, darker → higher)

New Landing Page

12Conversions
25%Engagement
Colour = engagement (lighter → lower, darker → higher)
Note: Each landing page is shown over a 2-month period for comparison. Values are mapped to colour shades of #6AFFDA; conversions are marked as small circular pips on selected days.

After Dark #27

After Dark is a quarterly event run to promote a more fun and untamed dive into the world of Fintech. My role was leading art direction for the event.

Glow and Iridescence: Theme and Logo Design

I wanted to create a theme that blended 11:FS’s more cavalier approach to Fintech, as well as synthesize the electric, business-orientated yet free-flowing atmosphere that After Dark events tend to bring.

Main Centrepiece (animated)

Landing Page Design

The original concept was to make something bold with a lot of space and contrast between the dark gradients of navy, blue and purple backdrop, with trademark highlights of mint green.

Old

New

Whilst the visual motif was taken on-board. The final design chosen was essentially a rehash of their previous landing page. The reason being that this design is more streamlined for getting conversions.

Pulse Linkedin Video Ads

I lead art direction and created 4 variations of 3D Motion graphic animations to promote 11:FS’s Fintech Comparison tool; Pulse.