King Alexander was a new investment brand entering a market crowded with established names — Allan Gray, Coronation, Sanlam, Old Mutual. The product offering was strong and the association with King Price Life Insurance gave it credibility, but there was no visual identity, no website, and no digital experience to speak of.
Investment platforms in South Africa tend to look the same. Conservative colours, stock photography of couples walking on beaches, and language that talks at people instead of to them. King Alexander needed to stand apart — premium enough to earn trust with serious investors, but clear and approachable enough that the average person doesn't feel intimidated by the jargon.
The brand also had to hold its own alongside King Price without looking like a sub-brand or afterthought. It needed its own identity — distinct, confident, and built for a different audience.
Brand identity
The name "King Alexander" already carried weight — it needed a visual system to match. I built a brand identity rooted in dark, premium tones with warm metallic accents, creating a look that signals authority without feeling cold or corporate. The typography, colour palette, and graphic language were all designed to feel closer to private wealth than mass-market insurance.
Every element was designed to cut through the noise of an industry that defaults to safe and forgettable. The tagline "Conquer the unknown" sets the tone — this isn't a brand that plays it safe, and the visual identity reflects that.
UI/UX design in Figma
The full site layout was designed in Figma before a single component was built. I mapped the user journey from first-time visitor through to investor login — making sure the product range (living annuities, retirement annuities, endowments, unit trusts) was clearly structured without overwhelming people who are still figuring out what they need.
Key UX decisions included leading with the three differentiators that matter most (GaranT cover, R100 fixed platform fee, performance-based fees), keeping the investment product pages scannable with clear comparison points, and designing the FAQ section to handle the objections that stop people from investing — market crashes, withdrawal processes, and performance tracking.
Website development on Framer
I designed and developed the entire website on Framer — no code, no external development team. Framer gave me full control over the design fidelity, interactions, and responsive behaviour without the overhead of a traditional dev cycle.
The result is a fast, responsive, visually precise website that matches the Figma designs exactly — because the same person designed it and built it. No handoff drift. No "the developer changed the spacing" conversations. What was designed is what went live.
King Alexander launched with a complete brand identity and a fully functional website that positions it as a serious, premium investment platform in the South African market. The site is live at kingalexander.co.za — serving both investors and financial advisors with clear product information, investor portal access, and a direct path to engagement. The brand now has a visual system that scales across digital, print, and documentation without losing its identity.
Final Thoughts
This project is a good example of what happens when one senior person owns the full scope. Brand, UX, design, and development — no handoffs, no lost-in-translation moments, no committee decisions diluting the work.
King Alexander went from nothing to a live, premium investment brand with a website that holds its own against players who've been in the market for decades. Built in Figma. Developed in Framer. Delivered by one person who gives a damn about the details.
Next projects.
(2016-26©)
