Luminary was engaged to deliver an end-to-end website project for IFM Investors, including discovery, digital strategy, content strategy, and build.
IFM Investors manages investments across infrastructure, debt, listed equities and private equity assets. IFM is expanding globally, operating from offices in Melbourne, New York, Sydney, London, Berlin, Zurich, Amsterdam, Hong Kong, Seoul and Tokyo.
Its website needed to be updated to effectively represent the brand's aspirations and function optimally across multiple regions, with improved technical SEO, analytics, user experience and content principles. The aim of the project was to deliver a globally leading tailored and highly engaging digital experience for IFM stakeholders that delivers on IFM’s purpose and strategic plans.
Institutional Investors browse investment fund websites to assess opportunity and credibility, making design and functionality crucial. IFM’s website and digital environment had developed in a piecemeal way, with new features and digital capabilities being created but inadequately integrated across the various systems. The website’s structure, content and SEO were also in need of improvement.
From a design perspective, the challenge was to commence the website redesign in advance of IFM completing a significant rebranding project. This required a build design approach, where Luminary essentially built out the functional structure of the website in advance of retrofitting the final brand architecture.
Another significant challenge was the need to surface the IFM portfolio of global assets. Following the user experience research outcomes, Luminary implemented an interactive map of assets including filters to search by sector, asset type and location.
Institutions often rely on consultants for due diligence and recommendations, so having easy access to bios, location, company information, and assets information is critical.
Luminary has delivered a significantly enhanced experience to all users of the website.
We aligned content with relevant keywords to meet search needs, while also catering to local markets by making sure the content on the website was personalised for investors in each global market.
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