Background
Arrow Capital Management is an employee-owned company, founded in 1999 in Toronto. Arrow’s expertise in active portfolio management and manager selection is evident in its strong, diverse platform, which provides clients with access to a global selection of actively managed investment funds. In December of 2013, Arrow acquired BluMont Capital adding the Exemplar range of prospectus-based solutions to its platform, expanding its range of products and catering to a wider client base. The firm had a distinct profile and offering but was failing to communicate that difference through their website or any other client touch points.
The Idea
Advisors need to demonstrate their expertise by bringing their clients unique investment alternatives that exceed expected returns while balancing risk. The brand strategy resulted in a creative platform that was themed on “The Uncommon Path to Investing.” Graphically the branding incorporated rare, unusual elements of the natural world to vividly illustrate the uncommon path. This became the design system for the website, the first and most critical brand touch point. Functionally, the website UX was designed to meet the needs of time-starved Wealth Advisors who need a fast, accurate filtering system to source the key fund information their clients require.