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Web Content

Led the creation of targeted, interactive content for a newly designed website, collaborating with design and strategy teams on architecture, brand voice and UI

Financial services client |  Lippincott 2024

Balyasny Asset Management specializes high-impact investing within the asset management and hedge fund sectors. It's a global, multi-strategy firm that manages money for institutional and high-net-worth clients through strategies like long/short equities, fixed income and commodities.

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I don't really know what that means either. But I learned enough about it to communicate how Balyasny does this, which is a key differentiator for the company's success. We also rebuilt Balyasny's Careers page to better communicate how they curate their specialized team. It's not just finance experts who are crucial to Balyasny, but technologists and data analysts, too. 

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This was one of my favorite teams at Lippincott. Like our client, we each specialized in a particular area, bringing keen outside eyes to each part of the creative process.

Connectivity through message and motion

Key for Balyasny was conveying a sense of connectivity across their teams. Each is unique, yet impacts the other, making the firm more dynamic and the outcomes better for their clients. We reinforced this through motion and UI.

High-level page hero moments connect to one another in look and tone:

Bringing boldness to the moment

The "before" site leaned into a formal, corporate feel. While a firm like Balyasny does demand gravitas, it also benefits from momentum-driven thematics that bring a sense of vitality, fluidity and -- perhaps most important -- growth. For structure and visibility, key pages for Career prospects were elevated to compete better in their sector. Bold language meets bold colors, with a more straightforward and streamlined tone to convey strength and focus in every section for every audience. 

Brand before

Brand after

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