Overview
Delivering a comprehensive digital transformation for Fulcrum Asset Management, encompassing a new brand identity, an intuitive website, and a custom fund centre plugin, addressing their technology constraints and market positioning challenges.
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Project Details
The challenge
Empowering Fulcrum Asset Management’s Digital Transformation
Fulcrum Asset Management faced three key challenges:
- Inefficient SaaS Platform: Overpaying for an underutilised solution from their current supplier
- Brand Perception Gap: Lagging behind competitors in market positioning
- Digital Infrastructure Needs: Requiring a new brand identity, website, and custom fund centre
The goal:
Fulcrum Asset Management needed to transition away from their existing provider while simultaneously upgrading their digital presence and capabilities. This project demanded a holistic approach to address interconnected issues of technology, branding, and user experience.
Freshly Brewed was tasked with delivering a comprehensive solution to meet these objectives and set Fulcrum Asset Management on a path for improved efficiency and market positioning.
The approach
A Multi-Faceted Digital Transformation
Due to the time constraints and varied nature of the challenge, it was clear that multiple work streams needed to be activated from the start.
After the scoping, requirements and brand discovery sessions, Freshly Brewed activated four simultaneous workstreams:
- Brand identity development
- Fund centre / literature library plugin development
- Content writing and tone of voice refresh
- Website site-mapping
Brand identity development:
We created a series of six mood boards. Each taking Fulcrum’s identity from a ‘retail’ look and feel to a professional and modern one. Benchmarking against their customers, competitors and peers in the market. Including a suite of bespoke graphics utilised across all media. Through multiple feedback rounds with the core stakeholders, we arrived at a brand identity that has longevity.
Fund centre / literature library plugin development:
Scoping and developing a custom plugin to replace the SaaS platform Fulcrum were currently using. Due to the complexities around regulation and compliance, we needed to ensure a complete understanding of how each country and investor type was able to access various information on the website. Then ensuring ease of use from the client’s side to manage and maintain hundreds of documents that needed to be updated on a regular basis.
Content writing and tone of voice refresh:
Interviewing multiple Managing Directors along with various other team members, we crafted a new and consistent tone of voice along with key messaging across the entire website.
Website site-mapping
Creating a new streamlined approach to the website, removing the unnecessary layers of a multi-country site, and optimising the user experience.
As the brand identity phase came to an end we then initiated the next tranche of work:
- Website wire-framing and mock-ups in Figma
- Marketing asset and template creation + Brand Kit
- Internal photo shoot (portraits / abstract building / candid office)
Website development
And finally pulling it all together into a live website, launched on time, and on budget.
Fulcrum Asset Management LLP is a global, independent asset manager investing across all major asset classes and geographies. Since 2004, Fulcrum’s aim has been to deliver on clients’ investment objectives, providing a range of innovative solutions that put macroeconomic research at the heart. Fulcrum is not only disciplined by economic theory and empirical evidence, but also by stringent risk management, which is a vital component of its success.
Fulcrum employs approximately 100 people with offices in London, New York and Tokyo.
pages with first impressions
reduction in bounce rate in 1st month
reduction in redundant web pages
“Freshly Brewed’s work on our new brand identity, fund centre and website was stunning and delivered exactly to schedule to a very tight deadline. The team’s careful work to understand what is unique about us and their impressive knowledge of the financial sector, allowed them to craft a digital presence that resonates powerfully with our target audience. The result is a sophisticated platform that not only enhances our credibility among peers but also aligns perfectly with our clients’ expectations of a firm such as ours. Brandon and his team were responsive, collaborative, and delivered beyond our expectations. For financial firms aiming to elevate their digital presence and industry standing, Freshly Brewed is a truly exceptional partner.”
Joe Davidson – Managing Partner, Fulcrum
Redundant pages
The previous Fulcrum website was utilising WordPress Multisite. The result of this was thousands of duplicated pages, creating endless redundancies, long slugs, and complicated management across 15 different countries.
Freshly Brewed reconfigured this to use a cookie-based approach, ensuring that regulatory compliance was met through country and investor type attestation.
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