person viewing content on mobile and laptop screens hero

A Website Relaunch

Building the firm of the future

  • Unification of a dozen individual sites under one navigational system
  • Clarity in accessing geographies and lines of business
  • Compelling presentation of research as hero content
  • Modular user interface design system enables expansion to additional sites
  • High degree of design consistency across sites driven by detailed specifications 
Client
AB (AllianceBernstein)
Office
NYC
AB global web page
AB global webpage on a tablet and a phone screen
images of AB Executive Officers and Future of Defined Contribution pages
images of Our Research and Our Strategy AB pages

MBLM was charged with designing a best-in-class responsive site that embodies a bold brand strategy and a new design system for AB. In addition to reflecting the new brand platform, we unified a dozen individual sites that were tenuously tied together. The opportunity of surfacing their extensive research and thought leadership led to MBLM’s concept of a cohesive site that delivers relevant market insights rather than simply communicating the firm’s products and services.

The new site supports AB’s brand launch by extending a distinctive look and feel to the digital experience. For the first time, the site establishes a consistent user experience across geographies and business areas by introducing a single global navigation and a flexible system of user interface patterns. The design responds fluidly to the changing browser sizes of desktop, tablet and mobile devices and loads content quickly and elegantly. To support this aggressive initiative, MBLM worked closely with the client’s marketing and development teams to deliver a graphic user interface system that includes all of the elements and patterns with which to launch and later extend the site. Key content was surfaced to position AB as a financial thought leader and to reinforce the firm’s strong research legacy with new and prospective clients. Detailed specifications and quality assurance testing ensured design fidelity.

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