Sora Union / RESEARCH / DESIGN
Empowering Brand Positioning and Credibility of an Investment Firm
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.
Their brand and website got a complete redesign, from renaming to visual design. I was responsible for bringing their purpose, mission, and vision to life through their website.
Role
Lead Product Designer
Researcher
Date
2025
From Zero to Launch While Navigating Constraints Such as:
Delivery Timelines
Budget Limitations
Time Zone Differences
Client Requests
New Features Implementations
Rapidly Upskilling
We discovered that the firm was perceived as a Black Box.
After two weeks of Research, 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:
Lacked Info
>50% Agreed that Gnomon Alpha lacked accessible information, preventing potential clients from engaging with the brand.
No Analytics
Tool implementation, so it was hard to track user behavior or site performance while conducting the research.
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.
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 5 Sections
Prioritizing content in the Homepage
The sitemap 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 and manual review to make sense of complexity. This involved clarifying investment terminology as we found it difficult to understand at first.
We decided to worked directly on Framer to speed up the launch of the website
And 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.
To set my design direction, I highlighted the importance of the 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
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
From May 1 to August 31, 2025
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.