REDESIGN AN INVESTMENT PLATFORM TO EMPOWER BRAND POSITIONING AND CREDIBILITY
This project was part of my work at Sora Union. (2025)
Overview
Gnomon Alpha, formerly known as Trident Capital Management, is an alternative investment manager that employs diversified futures to ensure long-term sustainability and dynamic adaptation.
The main problem was that the firm was perceived as a black box, creating a trust barrier and preventing potential clients from engaging with the brand. Their lack of clear communication strategy, value proposition, and investment philosophy; resulted in a series of missed opportunities to set the company apart from competitors.
The challenge
Developing a solution in 4 months while navigating constraints such as delivery timelines, budget limitations, time zone differences, and adapting to client requests for new features implementations; while rapidly upskilling on no-code tools.
The role I played
I was part of a small team that included two designers, an art director, and the design operations manager. I was responsible for conducting research, synthesized insights, and the development of the Framer design to align with business goals.
Walk through the process
We approached all aspects of the project collaboratively and spent most of our time immersing ourselves in the company’s context, conducting primary and secondary research methods that were necessary to gather insights about the brand. I used AI-assisted tools like Gemini to accelerate synthesis, analyze transcripts, and identify recurring pain points.
Listening to the audience
We conducted more than ten interviews with employees, clients/intermediaries, and potential clients. This qualitative research revealed that more than 50% of the interviewed agreed that Gnomon Alpha lacked accessible information for engaging new clients.
Some of their comments were →
Evaluating the brand and competitors
We analysed the market landscape by positioning the firm among 5 competitors; some of our most relevant findings were:
1
Gnomon Alpha had a strong leadership and experience background, but with no narrative around it; raising questions about their process and investment philosophy.
2
Their primary competitors were stable leaders with solid reputations within the industry, at the forefront of technology.
3
Competitors were perceived as: progressive, timeless, professional; while Gnomon Alpha was described as unreliable.
Our research findings
I collaborated with the team to analyze all the insights we gathered. We used AI to uncover patterns and trends before defining the decisions to move forward. We considered the following key points from interviews, desk research, and competitive analysis.
Difficulty finding information
Hard to understanding what sets them apart. Limited online content visibility. Difficulty finding information
No analytic tool implementation
Hard to track user behavior or site performance.
Our main goals were going to be focused on
Leveraging Gnomon Alpha's leadership track record to enhance credibility, by sharing information about the firm and team.
Improve historical data access by sharing valuable content through latest market trends articles.
Define a market differentiator around their strategies.
Final version
Before starting the website design, we combined AI-driven insights with manual review to make sense of complexity. This involved clarifying investment terminology as we found it difficult to understand at first. To set my design direction, I knew that I needed to communicate the personality of the brand affectively
Visionary
Aspirational
analytical
Problem-solving
Consistent
Realistic
The website was structure into five sections
I wanted to prioritize content in the homepage, so it was designed to offer easy access to the company's background, goals and investment approach, trading models and educational content to engage with the audience.
Detailed design
I explored generative AI visuals early on to test different moodboards, playing with UI elements and textures inspired by the new visual identity; this approach allowed me to test ideas without slowing down the process.
One of my biggest references for the website was Rockefeller Capital Management, due to the combination of modern and geometric elements to convey a sense of luxury and timeless visual design.
This iterative process, combining AI tools and traditional design practices, transformed their previous website into a modern interface that brought the new brand identity to life.
Project takeaways
Impact
Based on client feedback gathered after a conference, Gnomon Alpha team was able to get more and higher quality meetings than before, attributing part of this success to the rebranding.
On the other hand, one key outcome was the implementation of analytics tools, giving the firm access to real data for strategic optimization overtime. This was incredibly rewarding as we were able to see the direct impact of our design decisions. We validated our insights about prioritizing content and expertise.
(Based on SEMrush. From May 1 to August 20, 2025)
40.99%
Website’s engagement rate
46.14%
Homepage engagement rate
78.13%
About Us engagement rate
71.43%
Education engagement rate
100%
Performance score
My learnings along the project
Launching is only the beginning, although the redesign improved many aspects, some metrics (such as the authority score) revealed there’s still work to be done. This highlights the importance of continuous optimization. Reflecting on this, I realized that my dissatisfaction is the result of a strong desire to deliver quality work, because final results speak for the team and the company.
I had to rapidly upskilling on no-code tools and AI, so this was the perfect solution to our budget limitations.
I learned how to embrace ownership throughout the project.
I found myself expanding my understanding of both investment terminology and process alignment to ensure clear communication with stakeholders and accurate strategic recommendations.
After launching the website, I started feeling more comfortable about pushing the boundaries of my creativity and critical thinking.
Endless thanks to the team behind this
Good results come to life through collective effort. We moved toward a shared goal with dedication in every step, turning challenges into opportunities and ideas into reality.