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FS Investments

Responsive marketing website that evolved the brand experience

Design Lead
– First touchpoint for new brand system of FS Investments
– Developed the approach on how to express the brand experience
– Fully Responsive
FS Investments
– Information Architecture
– Visual Design
– Design Systems

Project Overview

FS Investments, recognized as a leading asset manager with a focus on “alternative investments,” needed a fully responsive corporate website. The goal of the site was to provide investors and interested parties with in-depth information about their wide-ranging funds. Beyond that, the site presenting insightful thought leadership articles that delve deep into the investment landscape. Additionally, it was created to represent FS Investments’ values, goals, and operations, giving visitors a clear overview of the company and what it stands for.

I collaborated with a product manager to refine the site’s informational architecture. As FS introduced its new brand identity, our website stood as the foundational platform shaping this brand experience. We integrated photography, cards, and a clean aesthetic to encapsulate the brand’s spirit. Together with a developer, we ensured component reusability. Even as the site evolved, its core brand strategy persisted.

FS Investments Sample Screens

  • Sample Screens to show the holistic experience of

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

Fund Details

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

Fund Details – Mobile Variation

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


  • 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.


  • 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.


  • Successfully unveiled a cutting-edge marketing site that was pivotal in introducing FS Investments’ refreshed branding to the global audience.
  • The website design not only resonated with users but also set a benchmark, influencing FS Investments’ visual language across various other platforms and applications.
  • The site became a beacon for thought leadership, underpinned by meticulously crafted information architecture that ensured visitors enjoyed a seamless and enriching user experience.
  • Testament to its robust and timeless design, the website remained predominantly unchanged, from 2016 to 2020, highlighting its enduring relevance in a rapidly changing digital landscape.