Next Slide


A forward-looking rebrand drives the transformation of a content-rich website into an award-winning marketing machine

"On strategy®," Thornburg's positioning, reinforces the firm's commitment to deliver consistent risk adjusted outcomes.

Our 360-degree discovery included conversations with internal stakeholders, external partners, clients and prospects.

Totaling nearly 1,000 pages, a transformation of Thornburg's existing website becomes an actionable resource.

In the period, May 1, 2022-May 1, 2023 session duration increased by 58.52% over the previous 12 months.

Organic traffic increased 84% from launch to May 1, 2023, driven by a coordinated SEO program implementation.

The Challenge

Since its founding in 1982 as an “off-Wall-Street” management company, Thornburg had built a reputation for unbiased, unwavering investment principles, high conviction and outperformance. Inevitably, as the firm grew and became competitive with long-established global firms, the need to expand its visibility as a global brand and industry leader became paramount.

The Solution

Carpenter Group created a new positioning, On strategy, to elevate the Thornburg brand and reflect the firm's forward-looking vision. On Strategy became the theme of an integrated, omnichannel approach that raised the firm's visibility with a consistent visual brand expression and identity, messaging and storytelling.

Thornburg’s new website delivered beyond their expectations, resulting in a steady increase in engagement with advisors, quarter over quarter.

Improve your user experience to deepen connections with website visitors.

Contact us to learn more.