With a strong understanding of Ruffer’s foundations and aims, we embarked on the challenge to create a sophisticated, high–functioning site – one that retains Ruffer’s quirky character.
Ruffer had some very specific objectives. New clients need to share its investment philosophy, not just sign up because of strong performance, so the site would have to act as a filter. Instead of graphs, charts and flickering numbers, we kept things simple, using pithy text and a clearly structured sitemap to introduce Ruffer to visitors.
The site employs illustrations to add character to the experience. For example, an animated gentleman removes his top hat to give a small bow. This plays on the home page as a user arrives at the site, suggesting – unobtrusively and quirkily – the notion of knowledgeable, deferential service.
To create an engaging digital platform, we used new technologies and methodologies, which had to work equally well on mobiles, tablets and desktops. Rather than wow users with bells and whistles, we made technology as invisible as possible – serving Ruffer’s values, and allowing the personal touch to shine through.Through a process of review, articulation and technology refinement with Ruffer and other partners, we wrote, designed and built a site to support the firm’s strong business growth, and grow with it into the future.
You can visit the new website here.