Early stages included card sorting, information architecture, and wire framing. These later influenced the site layout and component designs for the UI.

JLL Brand Portal

JLL’s internal brand portal serves as the single source of truth for all brand-related content—going beyond a traditional DAM to house messaging, personas, guidelines, templates, and assets in one centralized platform.

Following JLL’s 2022 rebrand, daily traffic to the portal steadily increased. However, the experience wasn’t meeting the needs of its global audience. In 2024, we led a full redesign to transform the portal from a static asset library into a more intuitive, educational, and engaging brand resource—helping users understand not just what the brand is, but how and why it’s applied.

We conducted extensive focus groups to uncover key behaviors, pain points, and content gaps. These insights informed a complete overhaul of the site’s structure, content strategy, and user experience.

Key improvements included:

• Converting outdated PDFs into dynamic, content-rich web pages—improving version control, accessibility, and on-site searchability

• Updating the UI to align with the JLL design system for a more cohesive experience

• Developing an AI-powered chatbot trained on brand content to support quick answers and intuitive search

• Streamlining backend systems by consolidating user groups, creating a more efficient and consistent admin experience

• Redesigning the information architecture and navigation to surface key content and improve discoverability

Impact:

The relaunch drove significant gains in both performance and engagement:

• +23.6% increase in total sessions

• +34.1% increase in downloads

• 82.7% average page scroll depth

• 15.75 minutes average time on site

Creative Direction & Design: Colleen Kelly

Brand Partners: Jessi Scurte, Shannon Lim, Zarbin Chadha