An elite brand, well-known by sophisticated individual investors, financial advisors and institutions, BlackRock wanted to expand its reach to Millennial investors. As an investment management company whose funds can’t be directly purchased by consumer investors, BlackRock sought to maximize its industry-respected thought leadership to draw and educate a new audience, while still engaging their core audience. The site was rearchitected to offer both browsing and research experiences geared to both professional and consumer audiences. To make the brand more approachable to consumers, as well as visually more contemporary, a clean and bold aesthetic was introduced, enhanced by rich photography, dynamic data visualization and video.
New mega navigation provides easier access to all of the sites within the BlackRock domain. The home page surfaces fresh thought leadership and social content, as well as giving quick access to funds through the Product Finder. Explore BlackRock is a goals-driven feature to guide individual investors to helpful landing pages. The People of BlackRock humanizes fund managers through compelling video narratives. Fund pages reorganize content into clear tabbed sections, accented by large stats and dynamic charting.