SORA UNION
Redesign an investment platform to empower brand position and credibility
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.
We discovered that the firm was perceived as a black box
After conducting 10+ interviews with employees, clients/intermediaries, and potential clients; and analysing the market landscape by positioning the firm among 5 competitors; some of our insights were that:
>50%
Agreed that Gnomon Alpha lacked accessible information, preventing potential clients from engaging with the brand.
No narrative
Around their strong leadership and experience background, raising questions about their process and investment philosophy.
Unreliable
Was the word some interviews mentioned, while their competitors were perceived as progressive, timeless, professional.
No analytics
Tool implementation, so it was hard to track user behavior or site performance while conducting the research.
No more digging, two key points defined my decisions. I proposed to focus on:
Leveraging Gnomon Alpha's leadership track record
To enhance credibility by sharing valuable information about the firm, team, and latest market trends.
Define a differentiator around their investment strategies.
To define what sets the firm apart in relation to their competitors.
Set up analytics to track performance after the re-launch
To monitor key metrics and validate the impact of our work.
We used AI to uncover patterns and trends.
Based on findings, the website was structure into five sections
To solve their main problem, I decided to prioritize content in the homepage, so it was designed to offer easy access to the company's background, investment approach, trading models and educational content to engage with the audience.
I 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.
I worked directly on Framer to easily test the adaptability of my ideas across all breakpoints
However, ensuring everything stayed in place was challenging when implementing shapes, such as the stroke on the left side of the screen. I solved this by understanding how positioning works in Framer and applying it to stabilize the layout, this improved the consistency of the design across breakpoints.
To set my design direction, I highlighted the importance of brand's personality
Visionary
Aspirational
analytical
Problem-solving
Consistent
Realistic
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.
I explored generative AI visuals early on to test different moodboards. this approach allowed me to test ideas without slowing down the process.
After 5 months from the re-launch of the product
I validated my decisions to leverage Gnomon Alpha's leadership track record, which increased engagement in the "Contact" section, translating into more opportunities for the firm.
>65%
Education
Engagement Rate
>60%
Contact
Engagement Rate
>50%
About
Engagement Rate
>30%
Investment approach
Engagement Rate
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.