BNP Paribas

Building Capital

At this stage in my career, I was working in a fast-paced agency across high-profile financial services clients. It wasn’t glamorous, but it provided a solid grounding in how fintech and institutional brands communicate, structure content, and manage risk.

BNP Paribas Investment Partners needed a website to support its global investment offering. The brief was to create a structured, content-led platform that could clearly communicate expertise, promote investment strategies, and surface thought leadership in a credible, accessible way.

The core sitemap included Home, Insights, Investment Strategies, About, and Contact. The platform also needed to support article categorisation, in-page promotion of the Investment Academy, and expert-led contact journeys.

Due Diligence

Financial services demands clarity and trust. I started by mapping the information architecture in detail, ensuring the sitemap and tagging structure could scale across multiple investment themes and article types.

The Insights section required careful categorisation — Investment Intelligence, Market Commentary, Asset Class, Emerging Markets, and Research Papers. Defining this taxonomy early allowed content to surface dynamically across the homepage, category pages, and article detail views.

I collaborated closely with content strategists and developers to define flexible page templates that balanced editorial depth with usability. Rather than designing isolated pages, we built a system to support ongoing publishing, research downloads, expert profiles, and embedded media without feeling fragmented.

The guiding principle was simple: make complex financial content easy to navigate without diluting authority.

Portfolio in Practice

The final platform delivered a structured, content-driven experience designed around trust and discoverability.

The homepage acted as a curated gateway, surfacing key brand elements and guiding users toward deeper engagement:

• Company ethos and positioning highlights
• Clear pathways to Investment Strategies (“What we do”)
• Featured insights drawn dynamically from tagged categories
• Mobile app promotion with Apple and Android download prompts

The Insights ecosystem became the engine of the site. Articles were organised through a robust tagging framework, allowing content to appear contextually across categories and recommended modules.

Each article detail page combined:

• Long-form editorial content
• Expert profiles to reinforce credibility
• Downloadable research assets
• Recommended related articles
• Optional embedded video

A modal-based “Contact an Expert” journey provided a low-friction way for prospective clients to initiate conversations without disrupting browsing.

The result was a platform that felt intelligent, structured, and appropriately restrained for an institutional investment audience.

Strong Returns

The work delivered a scalable digital foundation for BNP Paribas Investment Partners:

• Clear, future-proofed content architecture
• Structured tagging to improve discoverability and reuse
• Reusable templates supporting ongoing thought leadership and research
• Streamlined contact journey built around trust and clarity

The platform provided a strong operational base for content marketing within a highly regulated financial environment.

Long-Term Value

This project was less about visual expression and more about discipline and structure.

Working across multiple financial services clients strengthened my understanding of hierarchy, taxonomy, and restraint. It reinforced that in complex industries, clarity is more valuable than novelty.

It wasn’t the loudest project in my portfolio, but it sharpened the fundamentals that underpin how I design for editorial content today.