The global asset management industry isn’t typically associated with groundbreaking design, but Ariel Investments defies that norm. From the outset, they were committed to a bold and distinctive brand presence. CEO Mellody Hobson emphasized the importance of standing out, not just in financial performance but also in how the firm presents itself to the world. This vision drove a design approach that broke away from conventional, corporate aesthetics, embracing a look and feel that reflects Ariel’s unique identity, values, and commitment to excellence.

With a foundational brand template in place, I set out to craft an experience that truly embodied Ariel Investments’ vision. To achieve their goal of a "premium" presence, I leaned into the principles of editorial design—balancing sophisticated typography, elegant layouts, and a refined visual hierarchy. This approach ensured a polished, high-end aesthetic while maintaining clarity and accessibility. At the same time, I introduced dynamic elements—bold splashes of color, thoughtful animations, and interactive moments—to infuse the site with energy and modernity. The result was a digital experience that felt both elevated and engaging, seamlessly blending tradition with innovation.

The success of the website redesign exceeded expectations, leading to an expanded mandate. I was asked to extend the new digital aesthetic across Ariel Investments’ broader brand ecosystem, including their white papers, social media, and email marketing.