Asset management digital overhaul and web app experience

Pacific Life manages over $18 billion in institutional assets but had fallen behind digitally, with a dated brand and web presence that risked eroding client trust. As Creative Director, I led a full-scale brand modernization, elevating the visual identity to align with industry expectations while positioning the company as a forward-looking leader. I collaborated closely with senior management and sales to ensure the refresh resonated with both internal and external stakeholders.

Alongside the rebrand, I oversaw a complete redesign of the digital experience, including a public-facing website and a secure logged-in platform for financial products. Our work became one of Webflow’s most prominent case studies and was featured on their homepage for years.

6 months after my full redesign of the company’s brand, website, digital experience, Aristotle acquired Pacific Asset Management, which managed approximately $20.7 billion in assets at the time of the transaction.

1. Digital redesign

Before

After

2. Redesign details

3. Investor prospectus & documentation

4. Brand system & style guide