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Web Content

Provided targeted, interactive web content for Balyasny Asset Management's newly designed website, collaborating with Lippincott's 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 various 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 all to communicate how Balyasny goes about doing this, which is a key differentiator for the company. We also rebuilt Balyasny's Careers page, which needed to communicate who makes up such a successful and specialized team -- it's not just finance experts who are crucial to Balyasny's success, 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 an area, yet came together to push one another's work. We brought a keen outside eye to others' expertise in an open, creative process.

Connectivity through message and motion

Key for Balyasny was conveying a sense of connectivity among all of their teams. Each is unique, yet impacts the other, making the firm more dynamic and the outcomes better for their clients. We wanted the look, feel and UI of the site to reinforce that -- particularly when introducing what Balyasny does best.

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

Leaner, faster, stronger

The "before" site felt stiff and corporate. While a firm like Balyasny benefits from gravitas, our new momentum-driven thematics bring a vital sense of agility, fluidity and -- perhaps most important -- growth. In terms of site structure and content visibility, key pages for Career prospects were buried or surfaced long passages of copy in ways that weren't easily readable.

Elevating this messaging in a different place and presentation helps Balyasny make an impact on a competitive sector for hiring. Bold language meets bold colors, with a more straightforward and streamlined tone to convey strength and focus in every section for every audience. 

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