Private Equity Comprehensive Website Redesign
Alternative Asset Firm Design and Development Project
CHALLENGE
MBC Strategic was sought out by its longstanding client, Kayne Anderson Capital Advisors, to construct a comprehensive private equity website design and development project to better position the firm and its broad range of investment platforms.
Kayne boasts a national team of near 300 investment professionals across nine distinct yet thematically cohesive private equity, private fund and public fund divisions. Its website needed to bring together this wide range of strategies under a cohesive brand, messaging and navigational hierarchy.
STRATEGY
The team at MBC began a process of stakeholder interviews to key in on messaging and web content structure across the different investment disciplines at Kayne Anderson Capital Advisors. The project included deep analysis within the investment approaches across energy, real estate, credit and other specialty disciplines relative to a very broad mix of competitive alternative investment managers. With a 30+ year track record, Kayne Anderson manages over $25 billion in a multi-disciplinary approach targeting narrowly focused market niches— a key differentiator to their strategy and overarching story.
In addition to brand structure and hierarchy, the large-scale alternative asset web design and development project also included a unique multi-layered navigational structure to help users find and access the investment strategies and professionals quickly and easily. MBC suggested a flexible and scalable sites-within-a-site structure for Kayne Capital, allowing users to find and access each of the investment divisions individually while still showcasing the power and depth of the private equity and alternative asset management firm as a whole.
RESULTS
The website launched in July 2015 featuring an entirely new structure, visual identity, imagery and materials. The site includes multiple layers, deep content, private investor access, fully customizable page-building, video integration and a focused messaging strategy to better convey the firm’s deep competitive advantages. In addition, the site utilizes a robust and automated investment professional biographical management module that is fully customizable across multiple layers and divisions. Kayne Capital’s new website offers the firm’s investors and partners a single point of access into the depth and breadth of one the foremost alternative investment managers. The website won Best in Class IMA Award in Financial Services and a Corporate Website Honorable Mention from Marcom Awards.
