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FS Investments:
Corporate Marketing Website

Goal: To create a marketing website that would catalyze the evolution of FS Investments’ new brand identity.

Role:
Design Lead
Business Impact:
– First touchpoint for new brand system of FS Investments
– Developed the approach on how to express the brand experience
– Comprehensive learning platform for Alternative Investing
Client:
FS Investments
Skills:
– Information Architecture
– Visual Design
– Design Systems
Timeframe:
2 Months

Project Overview

Context and Challenge: FS Investments, an asset management firm specializing in alternative investments, required a dynamic, fully responsive corporate website. The objective was to craft a platform that not only provided detailed information about their diverse funds but also showcase thought leadership in the investment sector. This website was also envisioned as a key representation of FS Investments’ new brand identity, reflecting the company’s values, goals, and operations. This new website would serve as the first major touchpoint for FS Investments’ refreshed branding.

Approach: Collaborating closely with a product manager, we focused on refining the site’s information architecture to align with the company’s new branding and content initiatives. We employed a combination of photography, card designs, and a clean aesthetic to vividly bring the brand’s spirit to life. Working alongside developers, we emphasized component reusability to ensure the site’s longevity and adaptability.

Outcome: The launch of the FS Investments corporate website successfully established the foundation of the company’s new brand identity. It became a pivotal platform for presenting FS Investments’ thought leadership and investment insights, influencing the company’s visual language across various mediums. The enduring design of the site, remaining relevant and largely unchanged for several years, attested to the effectiveness and timelessness of our approach.

Successes and Challenges

Brand Introduction and Consistency

Successfully introduced FS Investments’ new branding through the website, setting a visual standard for the company’s identity across various platforms.

Content Engagement

The website emerged as a hub for thought leadership, blending engaging content with a seamless user experience, underpinned by an efficient information architecture.

Longevity of Design

The website’s design proved to be enduring, remaining relevant from its launch in 2016 through to 2020, showcasing the timelessness and adaptability of the visual and structural elements employed.

Challenges in Brand Evolution

Navigating the transition of FS Investments’ refreshed brand identity while ensuring a cohesive and user-friendly experience posed a significant challenge, requiring a delicate balance of creativity, stakeholder management and strategic thinking.

FS Investments Sample Screens

  • Sample Screens to show the holistic experience of FSInvestments.com

Homepage – Mobile Variation

  • The homepage sets up fundamental UI patterns used throughout the application such as the photographic banner and card system
  • “Off Canvas” Navigation categorizes content into 4 sections: Learn, Perspectives, Investments, About FS
  • Search is prioritized and helps users to find content and documents across the site.

Fund Details

  • All funds listed by FS Investments are presented in a detailed format where potential investors can get all the information needed to make educated decisions on investments.

Fund Details – Mobile Variation

  • The Fund Detail is a data rich page, but it scales easily to a mobile version.

Learning & Perspectives

  • Learning is where potential investors go to learn about the opportunities in alternative investments.
  • Perspectives is essentially the blog of FS Investments. Here the executives can promote thought leadership for all aspects of the alternative investments space. The section is frequently updated so that readers have a reliable feed of new articles.

Contributers (Leadership)

  • Here you can find information on the FS Investments leadership team and content produced by them.

Site Search

  • The user has the ability to search across the site with a basic site search.
  • Additionally, the user can search through a host of documentation produced by the company.

Careers

  • Learn about working at FS Investments and see job openings.

Components & Specifications

  • The site was constructed to be modular and I worked with the developer to streamline the the design specifications.

Additional Projects

Josh Butler: Designer. Made in NYC. Always a Work in Progress.