Conway
Invest with intelligence
Where investment advisors look at how your money is growing, the investment researchers at Conway look at where the market is going. Since 2010, the firm has equipped advisors and investors across the country with the data and technology they need to build trust and well-researched financial portfolios.
Building for advisors. Powering research & technology.
CHALLENGE
As finance and technology (fintech) continued to evolve, the team at Conway Investment Research saw a convergence point and an opportunity to bring years of research expertise to a new audience of alternatives investors. Conway had the talent and the technology to make it happen. Through our experience with financial services marketing, we knew how to help: it just needed a story.
SOLUTION
Once known for its old-school ways, the finance industry has been turned upside down by technology. As the space grows more intricate and more competitive, the demand for Conway’s data-driven research and investment solutions will only increase. And with a truly end-to-end brand experience, Conway is poised to capture as much of that demand as possible.
Brand Identity
Our partnership began with the name.
Our financial services marketing team realized that very few fintech platforms are owned by research firms. Although the firm’s data is in a league of its own, the Conway Investment Research name caused confusion among platform clients. Our solution was simple: standardize one great name: “Conway.”
An important part of financial services advertising is ensuring the firm has a clear brand image. As we moved through our branding process, we learned that where some firms outsource research, both sides of Conway’s business are built on a commitment to quality data and actionable strategies for clients. This thought became the foundation for our brand narrative.
Anchored by the tagline, “Invest with Intelligence,” Conway’s brand inspires trust and stability in the ever-evolving financial world. We created a new logo, taking cues from data points and light diodes as a nod to the firm’s roots in illuminating research, while establishing a more interconnected, techy feel. Its color palette, highlighted by warm greens and a deep navy, evokes peace of mind that its solutions are backed by the very best financial intelligence.
Web Design
Although both sides of Conway’s business were growing, its client base rarely overlapped.
Conway’s research and platform audiences had distinct needs, so Paradigm developed two connected websites that deliver tailored experiences while encouraging cross-navigation between the alternatives platform and investment research units.
Designing digital marketing for financial services meant balancing consistency and individuality. Both sites share core navigation and styling, yet use unique content positioning and visual themes to tell separate stories. The alternatives platform highlights connectivity and access through dynamic city imagery, while the investment research site emphasizes balance and stability with calming natural visuals.
To elevate Conway in a crowded industry, we focused on experience over jargon. Recognizing the audience’s expertise, we positioned the brand around value and differentiation, anchored by the service tagline, “Built for access. Backed by intelligence.”
Client Portals
Both Conway’s alternatives platform and investment research sites feature client-facing portals.
Clients use these password-protected portals to access their individual data and manage their investments. However, these web applications were developed by a third party and didn’t reflect Conway’s new brand identity.
To create a more cohesive brand experience, we developed and applied UI style guides for each portal. These detailed guides outlined key colors, button styles, iconography, form styles and graphic elements to align the back-end portals with the same visual language used on the public-facing websites. Our financial services marketing agency includes a software team that was instrumental in applying both functionality and user experience enhancements.
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57%
increase in traffic for Conway Investment Research after site launch
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30%
increase in engagement for Conway Investment Research after site launch
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26%
increase in organic traffic for Conway Alternatives Platform after site launch
Collateral
Our overall work as a marketing agency has taught us that good brands create a connection at every touchpoint – no matter how small.
This idea is true for all types of businesses, including financial services marketing. With that in mind, we created a full suite of business collateral for Conway: business cards, folders, letterhead, sales presentation decks, client report document templates and so much more. Together, these pieces reinforce Conway’s identity and strengthen its message of intelligent investment solutions.
