Legg Mason partners with Carpenter Group to create an award-winning website

On May 12, 2011, the Financial Communications Society recognized Legg Mason and Carpenter group for their work on Legg Mason’s institutional website. The design challenge was three-fold: establish a distinctive institutional Web presence for Legg Mason, interpret a new print-based brand for online use, and provide the firm’s institutional customers with convenient access to the content they value most. Working closely with Legg Mason’s IT and design teams, Carpenter created an easy-to-navigate site with a compelling visual identity.

Amy Watson, Diana Hildreth and Brian Carlock accept bronze award at the FCS Portfolio Awards Dinner in NYC

“The site needed to accommodate extensive content as well as serve a range of clients and prospects,” noted Brian Carlock, Carpenter Group’s Creative Director. “We analyzed the ways institutional investors, consultants and gatekeepers access information, and then identified interactive techniques that would get them to the information they wanted quickly, in the formats they find most useful.” Carpenter Group used content layering, content-preview functionality and animation to limit how far users had to drill down to find information.

“The process we used in our collaboration with our partners at Legg Mason is at the core of our approach,” added Polly Carpenter, Carpenter Group’s founder and President. “Connecting with your audience means first understanding their values, expectations and behaviors. This insight is crucial in creating effective communications tools.”

View the Legg Mason case study

For more than three decades, Carpenter Group has helped financial services organizations grow their businesses and improve profitability through objective business advice, branding and marketing solutions, and creative services. Carpenter Group brings together seasoned professionals from the financial services, branding and creative industries to develop and implement solutions that drive business goals forward.

Our clients include many of the most prominent firms in the asset management, investment banking, insurance, brokerage and commercial banking sectors.

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