AB (AllianceBernstein)

A Website Relaunch

Building the firm of the future


MBLM was charged with designing a best-in-class responsive site that embodies a bold brand strategy and a new design system. In addition to reflecting the new brand platform, we unified a dozen individual sites that were tenuously tied together. The opportunity of surfacing the extensive research and thought leadership published by AB led to MBLM’s concept of a cohesive site that delivers relevant market insights rather than simply communicating the firm’s products and services.


The new site supports AB’s brand launch by extending a distinctive look and feel to the digital experience. For the first time, the site establishes a consistent user experience across geographies and business areas by introducing a single global navigation and a flexible system of user interface patterns. The design responds fluidly to the changing browser sizes of desktop, tablet and mobile devices and loads content quickly and elegantly. To support this aggressive initiative, MBLM worked closely with the client’s marketing and development teams to deliver a graphic user interface system that includes all of the elements and patterns with which to launch and later extend the site. Key content was surfaced to position AB as a financial thought leader and to reinforce the firm’s strong research legacy with new and prospective clients. Detailed specifications and quality assurance testing ensured design fidelity.

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