After decades of growth and a strong reputation across both banking and asset management, The Needham Group was ready for a digital update that matched their stature. Their websites and brand — one each for Needham Funds and Needham & Company — hadn’t been refreshed in seven years. While the foundation was solid, it was time to bring clarity, structure, and a more current expression of who they are. We reimagined both sites from the ground up, with streamlined navigation, more intuitive organization, and sharper messaging where it mattered most. For Needham Funds, that included rewriting the Home and About pages to better reflect the firm’s investment philosophy and long-term perspective.
The two visual identities we created for both Funds and Company are distinct, yet unified. Both take inspiration from longevity, which we expressed through architectural shots. Bridge imagery on the Needham Funds site signals strength and connection; cityscapes for Needham & Company convey energy and scale. In both cases, the brand visuals evoke grandeur and enduring quality.
The hero sections for both websites offer a unique way of showing this story: videos centering the brand-specific architecture. The motion is eye-catching, and being day-to-night timelapses, they illustrate the “enduring strength” narrative. As a bonus, the sunset element offers a subtle nod to the cool and warm tones of the two brands.
As alluded to, The Needham Group’s color palette covers cool and warm tones, covering Needham & Co and Needham Funds, respectively. Our updates refine the idea, introducing slate blues, deep burgundy, and warm neutrals. Both brands are supported by modern typography and structured, angular layouts, and now, refreshed logo designs. Just as before, both designs have similar looks despite their distinct palettes. Beyond applying the refined color palette, we opted for a more dynamic, flowing serif font with letterform modifications to enhance its proprietary feel.
The result is a cohesive, timeless redesign — one that honors Needham’s legacy while looking squarely ahead.
Needham’s two brands together create a composed, confident presence.
