Bailard
Brief
For compliance reasons, asset management firm Bailard had a website with two navigation menus – one for their Wealth Management offering and one for their Institutional offering. But as the firm became more integrated internally, they needed a website that worked for all their potential audiences. Bailard tasked Vested with merging its Wealth Management and Asset Management business divisions together in a single, easy to navigate website.
Approach
Vested recommended a two-phased approach – the first to determine the user experience and site architecture, and the second to implement changes. The team kicked off the process by conducting a competitive audit, interviews of stakeholders for both divisions, as well as key user groups. This data was used to develop a sitemap and user flow for each individual persona.
To build the site content, Vested partnered with key Bailard stakeholders to capture relevant materials and help ensure consistency between offerings. To showcase Ballard’s superlative company culture, Vested partnered with one of its photography partners in San Francisco to take custom photographs of Bailard’s team in the office and in the community to complement the site content.
Results
Vested successfully and compliantly launched the new Bailard.com with integrated Wealth Management and Asset Management arms under a single domain with a cohesive brand look and feel. The custom photography sets the site apart from others in the industry, and truly showcases the Bailard culture. Behind the scenes, the website is easier for the in-house team to maintain and update, and helps strengthen the firms’ sales enablement efforts.
Execution
