KPMG US Redesign That Reimagines the Brand Experience
- ClientKPMG
- IndustryFinancial Services
- ServicesCustomer Experience
What it took to unify KPMG US’s digital ecosystem
KPMG is a global network of professional firms providing Audit, Tax and Advisory services. The KPMG US firm partnered with Code and Theory to overhaul their digital ecosystem to better position KPMG as a leading-edge, trustworthy partner customers are compelled to connect with.
The existing ecosystem closely mirrored the organization’s siloed internal structure, creating a fragmented family of websites. The challenge was to move beyond that model and create a more unified, streamlined experience.
In the pages ahead, you’ll see how we approached a foundational shift to elevate brand perception and support stronger lead generation. We’ll unpack the thinking behind the architecture and experience decisions without giving away the details upfront.
Key Takeaways
Innovative design elevated KPMG US brand perception.
A streamlined digital ecosystem improved navigation.
A unified platform increased user engagement.
Reimagining KPMG US resulted in a more cohesive digital experience.
Streamlining KPMG's User Experience
A core, driving principle of the strategy was to elevate solutions within reach and to amplify expertise and breadth of capabilities across industries and functions—moving away from a model that is overly complex and makes relevant content and services difficult to find for users. The goal was to enable audiences to seamlessly navigate regardless of entry point and quickly understand the value and suite of offerings that KPMG provides, while creating opportunities for conversion throughout the experience.
Evolving Brand Perception
Through elegant and innovative design, the new user experience disrupts what consumers expect of the ‘big 4’ and showcases KPMG’s differentiators within the space—from their focus on client needs and relationships to highlighting the wide breadth of resources and services they offer.
A New Site
The new architecture and product system (24 templates and 80+ modules) was developed with flexibility in mind to ensure the new site would accommodate a range of use cases and meet specific requirements across business lines over time. The newly established brand work was evolved into a digital visual design library that can extend across KPMG US’ full suite of properties. We validated our designs with tree testing and concept testing to ensure the designs would effectively deliver upon a wide variety of user needs at different moments in the journey and meet expectations of distinct audiences—from prospect to existing client and from researcher to c-suite executive.
What We Did
Reimagined the KPMG US digital ecosystem across key touchpoints
Redesigned the KPMG US website experience
Refreshed the KPMG US brand identity for a cohesive presence
Built a unified platform foundation to support the new experience
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Let’s get to work. Start a conversation.
newbiz@codeandtheory.comCode and Theory is a proud member of Stagwell Group. Stagwell is the challenger network built to transform marketing. We deliver scaled creative performance for the world’s most ambitious brands, connecting culture-moving creativity with leading-edge technology to harmonize the art and science of marketing. Led by entrepreneurs, our 13,000+ specialists in 34+ countries are unified under a single purpose: to drive effectiveness and improve business results for their clients. Join us at www.stagwellglobal.com
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