Mutual Fund Website Design with a Bright Future
Brand and Website Strategy & Design
Homestead Funds is mutual fund and asset management firm with roots in rural America, originally formed over 30 years ago to invest on behalf of community electric cooperatives and their employees. Across market cycles, the firm has grown in size and scope, gaining recognition through its array of mutual funds and investment solutions.
Homestead Funds approached MBC Strategic in 2021 for a full rebrand, including a new logo, materials and website. The firm sought out a design that not only modernized their digital presence, but one that connected their historic roots with a sense of hope for the future.
After conducting a series of in-depth stakeholder interviews and market research, MBC Strategic narrowed in its strategy to depict the firm’s specialized focus.
“Investing for a Brighter Future” was decidedly the platform that personified the brand and successfully conveyed the firm’s vision and mission. Additionally, a well-thought-out user journey and strong visual language, video and imagery were key in the design execution of the streamlined mutual fund website.
Leveraging strong white space, intriguing visuals, vibrant colors and interactive charts and elements, the new brand and fund website launched in late 2021.
While successfully paying homage to the roots of the company, the forward-thinking website stood out in its space, presenting a modern image and messaging that proved to connect with the mutual fund firm’s existing and future client base.