Investing and financial services without compromise.
Saturna Capital built its reputation on funds designed for long-term, value-oriented investors. Over time, significant business growth and the introduction of specialized sustainable and halal (Sharia-compliant) fund families resulted in a fragmented brand perception and digital experience. More than just fragmentation, Saturna’s brand perception was marked by misconception. The brand struggled to answer crucial questions:
Which investors could truly benefit from Saturna’s sustainable and halal mutual funds?
Could such values-based funds compete against their values-agnostic counterparts?
Recognizing these challenges, Saturna partnered with us for a comprehensive refresh.
In our discovery phase, we found that across all businesses, Saturna delivers on quality while honoring clients’ values — whether based in faith, sustainability, or simply the pursuit of long-term value. Our messaging leverages this commonality to unify the brand while broadening its appeal. For example, rather than frame their specialized fund families solely around ethical or faith-based criteria, we also emphasized their long-term, low-risk appeal for any conservative investor. In doing so, alignment with personal values becomes an added benefit, not a prerequisite.
Our efforts to clarify the relationships across Saturna’s businesses and products also worked towards our website restructuring goals. Years of added pages and resources resulted in an overwhelming website experience — their navigation bar, rather than an approachable, useful starting point, contained 144 links. To reduce the amount of irrelevant content a visitor might encounter, we created two website views by visitor persona, Advisor/Institutional and Individuals, both with distinct home pages and navigation bars, with 26 and 37 links total, respectively.
Despite the drastically tighter navigation bars, we maintained a majority of the content. Now, thoughtfully-devised user journeys position the navigation bar as a true starting point. Visitors can take advantage of landing-page-like repositories of related links and short, clear descriptions to access the information they need.
Saturna’s refreshed visual identity reflects the same commitment to clarity, starting with its logo. The monogram design features clean, dynamic shapes that, with the blue color palette, read like waves. We build on the nautical theme with ocean imagery and expand upon it with landscape shots — a nod to Saturna’s sustainable funds. The high-texture images find balance with clean, modular layouts for a look that is modern yet timeless, and quietly sophisticated. The typography — a classic serif and contemporary sans serif — echoes this relationship and frames the overall look.
The updated system — both editorial and visual — was more than a refreshed identity, but a renewed articulation of the firm’s enduring purpose: to serve clients with integrity, wherever their values may lead them.
Post-launch, Saturna’s team reported a significant improvement in key website performance metrics. The numbers indicate that Saturna’s new website is more visible in search, and visitors spend significantly more quality time exploring relevant content.
Purposeful investing shaped by deep values and long-term vision.
