Companies that build a foundation on meaningful, long-term relationships need branding that supports those values.
That was the case for Mill Creek Capital Advisors, a firm with four offices throughout the East Coast that acts as an independent outsourced Chief Investment Officer to private and institutional clients. For more than a decade, the company has not only provided strategic investment advice; they have also built valued long-term connections through high-touch customer service practices.
Guided by that principle and armed with updated visual branding created by one of Mill Creek’s existing marketing partners as a starting point, we gave their WordPress website a complete refresh by applying a new theme to their existing site structure and content collection, and designing all new page layouts via a flexible component-based design system. Inspired by the client’s commitment to human connection, we had two main goals for the new site: better communicate Mill Creek’s unique identity and approach, and improve the overall user experience — especially for those on tablets and mobile devices.
We streamlined the new site by unearthing “buried” content, reimagining unwieldy accordion menus and modal windows, adding a client login for easy account access, and creating a new contact form to collect the high-quality leads that the Mill Creek team has historically received online. In addition, team bios were transformed into more effective marketing tools with smartly organized biographical details and contact information — allowing visitors to save a virtual contact file, or electronic business card, directly from their browser.
A vital component of the site, Perspectives & News, now allows users to download the firm’s most recent Weekly Investment Update, and provides additional links to archive page filters for a variety of research, reports, and other content types.
Going forward, the future-looking design and content strategies will meet users’ evolving needs while maintaining a contemporary look and feel for years to come.