RTW Investments – Integrated Brand Strategy & Digital Experience

Unified Ecosystem Launch — RTW Investments, Charitable Foundation & Venture Fund

www.rtwfunds.com

www.rtwcf.org

Context & Brief

RTW Investments needed to refresh its brand identity and create a seamless digital experience across its parent company, charitable foundation, and venture fund. The challenge was to articulate RTW’s purpose—“Our Power of Conviction”—through a sophisticated, story-driven website and cohesive brand system that would resonate with stakeholders, investors, and partners.

My Role & Leadership

As Digital Strategy Director & Content Lead, I:

• Directed cross-functional collaboration with brand designers, UX specialists, copywriters, and video producers.

• Guided C-suite and senior stakeholders through workshops and consultation, aligning them on storytelling priorities and brand expression.

• Led the UX and content strategy from wireframes to campaign planning, ensuring alignment between creative ambition and usability.

• Championed a channel strategy and content governance model to sustain brand consistency post-launch.

Key Actions & Deliverables

• Sitemap & Wireframes: Developed, presented, and secured client approval for a new sitemap. Scamped and wireframed key pages, features, and modules to guide design and development.

• Content Guides & SEO Strategy: Created detailed content guides for landing pages—defining module types, hierarchies, and SEO keywords.

• Story Discovery: Researched and curated hidden innovation and people stories from company materials, copy-editing them into compelling narratives.

• Theme & Channel Testing: Tested a strawman theme and channel matrix, providing recommendations for campaigns leading up to launch and the first six months post-launch.

• Governance & Resourcing: Identified the need for a Website Manager role within the communications team and shaped its remit for ongoing content maintenance.

• Brand Film & Visual Identity: Oversaw the creation of a short brand film to succinctly convey RTW’s purpose. Partnered with F37 Foundry to refine the logo and graphic system—balancing robust, mathematical elements with organic, human forms to reflect RTW’s collaborative ethos.

Results & Impact

• Delivered an integrated, user-friendly digital ecosystem that immersed users in RTW’s mission while maintaining brand sophistication.

• Elevated RTW’s visual language through large typography, immersive imagery, and confident graphic interactions, making the site unmistakably RTW yet simple to use.

• Enabled storytelling-led engagement, applying rigorous digital and content strategy principles to strengthen both the narrative and user experience.

• Through the six-month channel matrix, elevated RTW’s communications cadence and relevance, ideating campaigns that the RTW team successfully executed.