Engaging Early in the Asset Management Website Redesign
An asset management website redesign request brought Resolute Investment Managers to BFT for a multi-website rebuild. Discovery sessions revealed a bigger opportunity, and the team added a brand exploration to align the corporate identity with the American Beacon name its funds had carried for decades. After stakeholder interviews and strategy work, Resolute became American Beacon Partners.
One Brand, Two Missions: Redesigning for Discovery and Diligence
The new brand had two jobs and two websites to do them, making the asset management website redesign as much a strategy project as a technical rebuild. American Beacon Partners tells the partnership story to asset managers and financial professionals discovering the platform. American Beacon Advisors serves those who have already arrived: advisors performing fund due diligence and shareholders who need NAVs, performance, and prospectuses to be accurate and easy to find. Engaging early on brand meant both sites could be built around their audiences from day one.
Designing a Complete Brand System
The rebrand went well beyond a name. Through style tiles and a detailed logo process—three visual concepts and eight logo options—we landed on three brand logos and five subsidiary logos.
Brand Guidelines
Comprehensive brand guidelines covering color, typography, iconography, imagery, charts and gradients, including an ADA color-contrast chart so the team always knows which combinations pass compliance.
Imagery
25+ conceptual images sourced to bring the new look to life.
Icons
35+ custom icons designed to bring the new look to life.
Presentation Deck
A master presentation deck system, built to put the new brand to work consistently across the team.
Logos
After designing the new American Beacon logo, we multiplied it for each of the entity needs.
Additional Applications
Beyond the presentation deck, the brand was extended across an animated value chain graphic for the homepage hero, email templates, Zoom backgrounds, display banners, social posts, a redesigned financial statement document, an animated product landing page, and a full lineup of flyers and fact sheets.
Embracing the Data Journey
The client wanted to own their data through a single source: a database where they could run queries, inject content into fact sheets and communication pieces, and easily update their sites.
We started with their internal data department and external partners, identifying who provided which data points and what standardization was needed. From there, we built a master data map covering every data point, where it appeared, and its source.
Working with compliance, we separated what genuinely belonged on the site from years of accumulated one-off requests, then applied an audience lens: performance and holdings for the due-diligence audience, partnership proof points for the Partners site. Finally, we modified existing data feeds to tighten the connection with the site and raise the automation level of their data warehouse environment.
Rebuilding the Asset Management Website Framework
With the brand defined and the data mapped, the asset management website redesign moved into buildout. Both sites were rebuilt on a modern framework fed by the single-source data environment. Fund pages, performance tables, and document libraries draw from the same governed data, and compliance requirements (institutional-use gates, disclosures, disclaimers) are built into templates rather than bolted on page by page. One update now flows everywhere the data appears.
The Payoff: An Asset Management Website Redesign Built to Keep Pace
American Beacon Partners launched its new identity in September 2025 with two purpose-built websites behind it. Fund data updates that once required manual coordination across multiple providers now flow from a single environment the firm owns, reducing time to update fund content by [X%].
[Add client quote.]
For a nearly 40-year-old firm with $87.5 billion under management, it’s a digital foundation built to keep pace with the business.
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