Matthews Asia
Matthews Asia is an investment management firm specializing in Asia-focused strategies. Founded in 1991, it offers mutual funds, ETFs, and institutional products that target growth opportunities across Asian markets through a research-driven, bottom-up approach.
Project Overview
This project was unique due to the need to adapt an updated brand across a variety of assets and mediums, ensuring consistency and flexibility for both digital and print materials.
Key Challenges:
Adapting the new brand to work seamlessly across diverse platforms, including:
Digital presence (website, landing pages)
White papers
Emails and newsletters
Internal marketing materials
Key Deliverables:
Developed a CMS module library to support flexible content management
Created detailed documentation and requirements to ensure scalability
Designed the system to empower the client to evolve their content with ease as their needs grow
Outcome:
The final deliverables provided a cohesive, adaptable brand system that worked across all mediums, with a CMS foundation designed for long-term growth and sustainability.
My Role:
Collaborated closely with:
Creative Director for strategic oversight
Project Manager for timeline and deliverable coordination
UX Director for user experience alignment
In-house Web Developer for technical feasibility
Third-party CMS Implementation Partner for seamless integration
PHOTOGRAPHY RESEARCH
