Strategy. 

Information architecture was restructured to surface Float's full product ecosystem rather than siloing individual features. Platform sections, comparison pages, and audience-specific landing pages replaced the organically grown structure that had made navigation confusing and cross-selling invisible.

The bilingual strategy was a differentiator in its own right. French pages were built as standalone content designed for Quebec search behaviour, not machine-translated versions of English pages. Industry-specific phrasing, trust-centric tone, and Canadian compliance terminology made the French site a genuine market entry tool, not an afterthought. Content was also structured for AI and generative search readiness: short definition blocks, question-phrased H2s, FAQ schema, and a consistent context-value-steps pattern across pages.

Design.

The design mandate was clear: bold disruptor that creates relief, not overwhelm. Float had to feel confident and sophisticated without tipping into cold or corporate. The team anchored the visual system in Float's primary blue, prominent enough to be unmistakable, balanced with softer, warmer tones that replaced stark contrasts. The hero section made users lean in with bold positioning and open canvas rather than cramming product screenshots above the fold. Every design decision was tested against explicit anti-benchmarks: not corporate like traditional banking sites, not chaotic like cluttered fintech competitors, not soft enough to disappear. The result is a design system that matches Float's brand personality; enthusiastic, driven, and proud.driven features turning efficiency gains into strategic momentum.
 

Impact

The redesigned Float Financial website launched on Webflow. The platform migration from WordPress gave Float's team direct control over content updates without external development support, a capability they had been missing. Float now has a digital foundation built to scale with their product ambitions.