Bringing a bold new identity to life online.

Overview
Ariel Investments, LLC is a global value-based asset management firm founded four decades ago by John Rogers and now co-led by John and Mellody Hobson. Ariel’s firm-wide assets under management totaled at approximately $17.1 billion.
We collaborated with Ariel Investments to reimagine their digital presence, restructuring their website to embody their spirit of Active Patience℠ while effectively connecting with diverse audiences. Our work supported Ariel’s commitment to transparency and community engagement, allowing users to access information easily.
Awards
The Ariel website is award-winning and picked up the top spot Platinum award at the DotComm Awards.

Platinum Winner 2023
Best website –
Business to Business
Brand personality and storytelling
To convey Ariel Investments’ values, we infused the new website with the essence of their redefined brand identity. Bringing their iconic mascot, the Aesop tortoise, to the forefront, we emphasized Ariel’s commitment to perseverance and wisdom, capturing their brand proposition in a visually cohesive narrative.
Smooth interactions
Deliberate, refined interactions support Ariel’s brand promise of Active Patience℠ by guiding users seamlessly through content. Each interaction underscores the brand’s ethos, creating a serene and inviting digital experience that reinforces the message of thoughtful investment.

Persona-based navigation structure
Our primary focus was on designing a site structure that aligned with the unique personas we developed alongside Ariel Investments. We streamlined user journeys to enable each audience, from individual investors to corporate stakeholders, to find essential information within a thoughtfully regulated framework.


Mobile-first
We designed the site using a responsive framework to ensure the layout and functionality was optimized for mobile as Ariel Investments’ core audience access information from this device. This thoughtful approach was optimized to deliver a smooth, efficient user experience for users on all devices.



Multi-site
Our unified design approach extended across both Ariel Investments and Ariel Alternatives, ensuring a seamless brand experience. The cohesive design framework maintains brand consistency while distinguishing each entity’s purpose and audience.
Ariel Investments

Ariel Alternatives

Hosting & Maintenance
To uphold site performance and reliability, we provide ongoing hosting and maintenance support. Our team ensures regular routine maintenance, rapid issue resolution, and quarterly assessments, enabling Ariel Investments to stay ahead in a constantly evolving digital landscape.


Client testimonial
“When we entered the process of bringing our rebranding to life, we knew what we wanted to accomplish but did not know the what or how. The team quickly became deeply embedded in our firm- taking time to gain an extensive understanding of our people, our clients, and every inch of our business. They then helped us organize ourselves, our goals, and made our dreams come true with this beautiful new site.”
Arielle Patrick
Chief Comms Officer, Ariel Investments