On Strategy with Thornburg

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Thornburg rebrands and goes live with its new website

Hats off to Thornburg Investment Management! We’re thrilled to congratulate the great team at Thornburg on their major rebranding initiative and the launch of their new website, developed by Carpenter Group.

Since its founding in 1982, Thornburg has built a reputation for unbiased, unwavering investment principles, high conviction and outperformance. The firm today has $46 billion in assets under management.

Inevitably, with growth on the global stage came the need for the firm to expand its visibility across geographies, institutions and intermediaries. Carpenter Group created Thornburg’s new positioning, “On Strategy,” to elevate the brand and reflect the firm’s forward-looking vision. It became the theme of an integrated, omnichannel approach that raised the firm’s profile with consistent visual brand expression and identity, messaging and storytelling. In particular, we created a comprehensive set of brand guidelines, a content playbook, a photo library that includes a photo style for team member portraits, an updated logo, and a new look and feel to the firm’s graphic identity.

The website, totaling nearly 1,000 pages, is structured to drive high-quality leads through a personalized visitor experience that leverages Salesforce Interaction Studio. It tracks the behavioral, geo-demographic and transaction history data aligned to pre-defined user personas, will include English, Spanish and Mandarin capability and is compliant with AA accessibility requirements. The site is built to be a powerful marketing machine with a comprehensive SEO strategy and multiple feeds to support data flows.

We are delighted to have worked with our amazing Thornburg partners on this project and take pleasure in sharing it here.