Overview

MDM.ca is the external-facing marketing website for MD Management — often the first point of contact for prospective clients. The site was originally redesigned by an external agency in 2019, but as business needs evolved, many pages needed to be updated, replaced, or newly created.

As Lead Designer, I was responsible for all new design work on the site — including rethinking the homepage, content templates, landing pages, and the contact flow. This work was done iteratively and independently, without the support of a formal design system.

Challenge

The biggest challenge was operating without a design system — and still delivering work that felt cohesive, brand-aligned, and reusable. I worked closely with developers to create a lightweight, informal component library. It wasn’t documented or formalized, so I maintained the system mentally — applying consistent design principles and adapting patterns as needed.

At the same time, I had to balance visual creativity with a development team focused on reusability. Many pages were unique or ad hoc — requiring a design approach that was flexible enough to keep things engaging while still efficient to build.

My Role

• Designed all new and updated pages across the MDM.ca site

• Developed and reused layout patterns to ensure consistency

• Adapted content directly into design, collaborating with stakeholders for approval

• Balanced brand cohesion with creative exploration

• Worked directly with developers to implement new components within Bootstrap

Design Highlights

Homepage Refresh

I redesigned the homepage layout to focus on key value propositions, improved scannability, and visual storytelling. I adapted the content structure to improve conversion paths while aligning with brand tone.

Content Templates

With no formal templates to work from, I designed flexible, reusable layouts for informational pages, contact flows, and marketing landing pages — establishing informal page types that could evolve with the content.

Calculators

I designed new calculator pages (e.g., Asset Mix, Retirement) that were both data-rich and easy to use. The challenge was to display dense information without overwhelming users, using white space and visual hierarchy to keep it digestible.

Contact + Booking

I restructured the contact flow to allow visitors to book meetings directly with advisors. The redesign emphasized clarity, trust, and minimal friction — while fitting into the site's visual language.

Landing Pages

For targeted campaigns, I designed a series of visually distinct landing pages with modular content sections — maintaining brand consistency while tailoring for specific audiences and offers.