Rockefeller Redesign
Worked closely with the prominent wealth management and financial services firm to help them to create a new brand, strategically position themselves and conceptualize innovative ways to appeal to the public as they transitioned their business to the public sector after 140 years as a private family firm.
Role
Lead Designer
Team
Designer
Strategist
Lead Engineer
Engineers x3
Skills
Product Design, UX/UI
User Research
QA + Testing
Design Systems
About
The original firm was established by John D. Rockefeller in 1882 as one of the world's first family offices dedicated to investing personal wealth. Today, the firm offers family office, asset management, and strategic advisory services to high-net-worth individuals and families, institutions, and corporations.
This project had two parts: the visual rebrand and the website redesign with a strategic overhaul. Striking a delicate balance between feeling modern and communicating history was crucial. Additionally, ensuring the brand appealed to women without treating them as a separate segment was of equal importance. Therefore, the rebrand became the first step in this process.
The Rebrand
The comprehensive rebrand was inspired by personal details of John D. Rockefeller and the family home at Kykuit — including the thistle fabric pattern used on the chair of Rockefeller’s desk, type lockups on personal stationery and ledgers, family heraldry, and more.
Ensuring Future Success
The key focus of the rebranding effort was the creation of a comprehensive design library accompanied by user-friendly guidelines, ensuring long-term usability for the internal team. This resulted in the development of an 80-page brand guide.
Web Redesign + Design System
The business had four key services: Rockefeller Global Family Office (RGFO), Rockefeller Asset Management (RAM), Rockefeller Strategic Advisory (RSA), and Rockefeller Capital Management (RCM). Working with the client, we created four goals for the web project:
Create user journeys to guide traffic to RGFO, RAM, RSA from the RCM homepage
Streamline RGFO user experience and drive deeper engagement
Activate the new visual identity system to better illustrate the brand story on the site
Better architect the site’s broken or less than ideal technology to serve internal and external users
Research Methodologies
Strategy and I worked closely to craft internal questions for our goals that helped define the research tactics we would use and how we would use them. An example was addressing an overall better user experience: what key tasks do users currently struggle with on the website? Is the website “task focused” at all? From this we conducted unmoderated user testing, a GA data review, and hotjar review.
Stakeholder & user interviews
Data and Hotjar review
Tech audit
User journeys
Workshops
Surveys
Competitive analysis
User Personas
The Solution
The new brand incorporates a modern layout and design elements inspired by the Rockefeller family's history. It appeals to RCM’s feminine audience through photographic style and delicate design elements without pandering.
The most important part of the redesign was the client’s ability to maintain and expand upon the established foundation by leveraging the provided tools and systems. An extensive 80-page brand guide was created to provide the client with a wide range of materials for future use.
The digital design system creates a bespoke and boutique aesthetic on the front end but the backend is a reliable workhorse built on a strict framework and reusable, flexible components.
Bespoke Animation
Animation was essential for the client. Working with strategy, I pinpointed four crucial areas where customized animation could be created within their budget. During the design phase, I collaborated with motion designers and developers to bring these storyboards to life.
Results
Coming Soon
Summary of Role
Comprehensive rebrand of Rockefeller Capital Management focusing on color, typography, layout, photography, and graphic elements
Led discovery exercises to identify issues and ideate solutions collaboratively with the client
Led weekly client relationship meetings to discuss progress and solutions
Conducted animation workshops with the client to ideate and clarify solutions
Collaborated with motion designers and developers to create the final product
Collaborated with strategy to create wireframes and information architecture
Created responsive website design that included:
10 Templates
23 Content Blocks
4 separate animation storyboard concepts
Ensured quality by leading a robust visual and functional QA, partnering with the development team
Actively worked within client’s CMS to populate content and imagery