Symmetry Panoramic Mutual Funds

Bringing a new brand to life with a new website

Symmetry Partners has been designing and managing portfolios that help financial advisors serve their clients. Staying true to its original philosophies based in logic, evidence and research, Symmetry Partners wanted to launch a new offering of mutual funds directly to investors, and needed new website. Working with Symmetry’s branding agency and internal marketing department, ZAG Interactive created a new website for Symmetry Panoramic Mutual Funds to activate this new brand and effectively promote and position its products to its defined audiences.

Creating a business and site strategy

To obtain an in-depth understanding of the business and its goals, as well as lay the foundation for the site, members of ZAG’s strategy, design and project management team met with and the Symmetry Partners team. ZAG also researched the mutual funds competitive landscape to help create a distinct identity for Symmetry Panoramic Mutual Funds in the marketplace. The new website aimed to inform investors and advisors about Symmetry Panoramic Mutual Funds, from who they and what they offer, to why they are different.

Helping to shape a unique investment strategy, the findings from this website discovery phase significantly influenced the new website, from the site pages and content strategy to the overall design. ZAG began implementing the defined strategy through a site architecture that introduces its proprietary mutual funds, the brand’s approach to investing, and other important information about the company. Establishing a holistic experience with easy-to-follow pages, a streamlined content strategy was defined to highlight brand differentiators, product details, important documents, and key personnel.
of visitors come from organic search

Establishing the brand with design and marketing

Bringing this content strategy to life, ZAG’s design team created a custom responsive design for the new site that was also conformant to the latest website ADA guidelines. The new design feels distinct to the brand, with its colors, textures and other visual elements used tactically throughout the website. Strategically designed spaces prioritize page content, making it easier for visitors to digest information, choose the right mutual fund, and importantly, take action. The design is punctuated by the Symmetry Panoramic Mutual Funds marketing campaign – “Money doesn’t operate on emotions.”
To increase awareness of this new brand and attract qualified traffic to the website, the new site features a research-based search engine optimization (SEO) strategy. Supporting this SEO strategy, custom website copywriting services from ZAG was also key to effectively explaining the new mutual funds and positioning Symmetry Panoramic Mutual Funds among others in the mutual fund market.

Developing a custom website experience

Like many of ZAG Interactive’s custom builds, the new website was built on the Kentico content management system (CMS). Featuring a user-friendly dashboard, the CMS facilitates site management for Symmetry Panoramic Mutual Funds administrators, and its rich features will also support the company’s future growth plans. Combining robust out-of-the-box features within Kentico, with many customized widgets, the CMS offers the functionality and flexibility that was essential to meeting the project goals, while providing scalability for phase two initiatives.