Zurich website redesign and guidelines

Zurich website redesign and guidelines
Role: Design, guideline creation & copywriting
Art direction: Richard Pittham, OgilvyOne
Client: Zurich Insurance
Agency: OgilvyOne

A large project spanning 2 years to redesign Zurich Insurance’s local market (ie. country) websites in order to unify their look and feel.

The focus was made on retail product, rather than corporate information (as found on the .com site), with clearly defined user journeys (based on extensive UX research and planning) and logical ordering of information. One of the challenges was to try to create a set of modules which would allow for the difference in information requirements, and for the design to be able to work across sites that had both a lot or little content. Client wanted to use the circle backgrounds.

A comprehensive 90-page guideline document was also created, which included detailed specifications for building.

So far, these countries have implemented the redesigns:

Italy seem to have followed the guidelines most closely






New Zeland

United Arab Emirates

United Kingdom