Why Pinnacle
TL;DR / Summary.
As a Senior UI Designer at Pinnacle, I was given conceptual freedom to redesign the Why Pinnacle page; one of the company's key corporate pages designed to highlight Pinnacle's USPs, product offering, and customer testimonials to encourage new user sign-ups. The redesign coincided with an update to Pinnacle's graphic style, creating an opportunity to explore how far the brand could be pushed whilst maintaining its core principles.
The existing page blended light and dark themes inconsistently and had structural issues that hindered readability and engagement. The redesign addressed these through a unified dark-mode palette, left-aligned content blocks, a revised scroll-driven content reveal with clearer interaction signposting, and a horizontal testimonials layout that broke the vertical rhythm of the page to create a more dynamic and engaging experience. Accessibility standards were maintained throughout, with font sizes, contrast ratios, and visual hierarchy all considered across desktop and mobile.
Whilst the redesign remained at the concept stage, it represents a thoughtful and fully realised exploration of Pinnacle's brand potential, demonstrating the ability to think strategically about corporate page design, user engagement, and brand consistency simultaneously.
The Brief.
Why Pinnacle was one of Pinnacle's key corporate pages, designed to highlight the company's USPs, product offering, and customer testimonials to encourage visitors to engage with Pinnacle's betting products. A recent update to the company's graphic style presented a timely opportunity to refresh the page, with the brief extending beyond a simple visual update to explore how far the brand could be pushed whilst maintaining its core principles.
Free reign was given on a conceptual basis to explore new structures and reuse UI elements from other design update initiatives across the site, making this an exercise in both brand expansion and design consistency.
Early iteration of the Why Pinnacle page
UI Design.
Reviewing the existing structure revealed issues with flow, readability, and user engagement; particularly in the Why Pinnacle carousel, which was awkward to navigate, and the testimonials section, which felt visually flat and lacked the energy needed to entice users to engage with the reviews.
Drawing inspiration from updated pages across the site, I restructured the layout around left-aligned, stacked content blocks to improve readability on both desktop and mobile, and moved to a unified dark-mode palette to better align with the updated brand aesthetic. Hero images using the new graphic style were embedded within container cards, creating a visually rich introduction to the brand. The header was designed to remain sticky throughout the page, ensuring the language selector and Join CTA remained constantly accessible to the user. Subtle background data textures were integrated throughout, alongside a top to bottom page gradient, to reinforce Pinnacle's identity as a sports and information-driven platform, adding visual depth without distracting from the content.
Continuing the same structural approach, the Why Pinnacle section featured a redesigned scroll-driven content reveal, replacing the original carousel with a more contemporary interaction. As the user scrolled, each content block was intended to fade into full opacity whilst the previous one receded into the background, with the corresponding image on the left simultaneously transitioning to match the active content block. This coordinated reveal was designed to create a smooth, immersive progression through Pinnacle's USPs, adding a layer of visual sophistication that the original carousel lacked.
For the testimonials section, I intentionally broke the vertical rhythm established by the previous sections by introducing a horizontal layout, with a swipe gesture on mobile to improve usability and encourage interaction. This aimed to reduce visual repetition and improve engagement, whilst also allowing three testimonials to be visible simultaneously rather than two, giving users a richer sense of the breadth of positive feedback at a glance. Accessibility was considered throughout; font sizes were confirmed as legible across desktop and mobile resolutions, colour contrast was validated against WebAIM standards, and a clear visual hierarchy was maintained across all sections to guide users through the page effectively.
Next Steps.
Had the concept been approved and progressed to development, usability testing with a mix of users and stakeholders would have been the immediate next step, with a particular focus on whether the redesign as a whole created a compelling first impression, effectively communicated Pinnacle's brand values, and felt usable and informative to both new and returning visitors; a question that remained unanswered given the conceptual nature of the project.
Following a successful testing phase, assets, imagery, and a style guide would have been prepared for a thorough development handover, with design consultancy provided throughout the build. A further round of usability testing in the staging environment would have validated the interactive behaviours; particularly the scroll-driven content reveal and the horizontal testimonials swipe gesture, before a front-end review ensured pixel-perfect fidelity between the signed-off designs and the built page. An A/B test post-launch would then have measured the impact of the redesign on user interaction and conversion rates compared to the existing page, providing the data needed to validate the design decisions and guide any further iterations.
Collaboration with the Content Team would also have been sought to review whether any revisions to the existing copy were needed to better align with the refreshed visual direction and tone. The Why Pinnacle redesign provided the freedom to push the boundaries of the brand and incorporate the new graphic style in close collaboration with the Design Team, making it a creatively fulfilling exercise. The contrast between the concept and the existing page serves as a modest but meaningful reflection of how my design thinking developed during my time at Pinnacle.