A flagship branddestination for aglobal financialservices firm.
Brookfield Asset Management
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Charting a new course for a global investment leader.
Brookfield is one of the world's largest investment firms, yet its digital presence had not kept pace with its evolving business and brand vision. In a category defined by complexity and parity, the opportunity for Brookfield was to create a more distinct and ownable expression of the brand.
Partnering with Engine Digital, Brookfield undertook a foundational transformation of its flagship website. The result is a more intentional, user-centered experience where content, structure, and design work together to bring clarity to the business, articulate its value with precision, and create a cohesive system for communicating at global scale.
Complexity to clarity.
Our discovery phase revealed that Brookfield's website was structured around its internal organization, creating an inside-out vs. outside-in perspective to users about the firm and what it offers. The vision was to flip that model, designing the user experience to serve as a trusted guide: simplifying Brookfield's vast ecosystem and helping users find the information they needed with confidence and ease.
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Intuitive architecture and impactful storytelling.
The new web experience is built on a foundation of clear, goal-oriented navigation, moving away from a dense menu of options, toward more simplified, action-oriented pathways, helping users to self-identify their intent and find relevant content. Underpinning this navigation are experience principles like "Guide with Clarity" and "Engage with Impact," which ensure content is not only easy to find but also compelling to consume.
This strategy moves beyond static text, incorporating rich media and human-centric storytelling to showcase Brookfield's expertise, global impact and investment perspectives.
An immersive storytelling experience.
The design system vision was rooted in captivating and engaging through a dynamic, storytelling-led approach used to create a memorable digital narrative. Similarly, the visual language was built around utilizing impactful imagery and cinematic motion, treating the website not just as an interface but as a compelling digital publication that humanizes Brookfield's global scale and showcases its forward-looking vision with confidence and innovation.
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The Engine Digital team brought a level of strategic rigor to this process – from their thorough, thoughtful UX and Design process to translating who we are and what we do into an intuitive and compelling digital experience. They were an essential part of the brain trust on this initiative.
— Meredith Feiner, Managing Director, Communications & Brand