Robotti & Company
Year: 2017
Role: Branding
Robotti & Company, a New York-based boutique asset manager and broker-dealer with over 35 years of history, sought a brand transformation to modernize its identity while preserving its strong legacy. The goal was to create a cohesive and scalable brand system that would enhance trust, usability, and engagement across all digital and print platforms.
This project involved a refined logo system, structured brand package, an intuitive UI kit, and a fully redesigned website. The rebrand focused on balancing heritage with a contemporary aesthetic, ensuring a seamless experience for both existing clients and new investors.
Design Approach
The challenge was to refresh Robotti’s brand identity while maintaining its credibility in the financial sector. My approach focused on:
Consistency & Scalability – Establishing a structured design system that could be easily adapted across marketing materials, digital platforms, and corporate branding.
Modernized Visual Identity – Enhancing typography, color schemes, and interface components to create a refined, professional, and future-proof brand presence.
User-Centric Web Experience – Optimizing navigation, layout, and content flow to improve engagement and accessibility for a wide range of users.
Logo Design
The new Robotti logo system was designed to reflect stability, credibility, and modern sophistication. The focus was on clean, timeless typography that maintains professionalism while improving readability. A refined mark strengthens brand recognition across digital and print materials, ensuring a consistent and recognizable identity. The design is highly scalable, functioning effectively across different applications, from business cards to digital platforms. The updated logo maintains a strong connection to Robotti’s legacy while giving the brand a contemporary, future-ready look.
Brand Package
The brand package features a cohesive suite of materials, including a business card, letterhead, and envelope, all meticulously designed to embody the brand's identity and convey a sense of professionalism. Each element incorporates the balanced color palette and modern sans-serif typography, ensuring consistency and reinforcing the brand's blend of youthful energy and timeless sophistication. This unified approach creates a polished and memorable impression across all touchpoints.
Site Map
The main homepage is designed with clear entry points for two distinct sections: **"Advisor"** and **"Security."** Each section provides direct links to their respective sites, enabling seamless navigation for users. Additionally, private documents are securely accessible only after logging in with the provided credentials, ensuring that sensitive information remains protected and accessible exclusively to authorized users. This structure enhances usability while maintaining a high level of security.
Robotti Website
Brand credibility was a core focus of the website redesign. Key updates included a refined homepage design that effectively communicates Robotti’s expertise and market positioning. An intuitive, user-focused layout simplifies access to financial services and investment insights, ensuring a seamless experience for visitors. The modern yet professional aesthetic balances the brand’s heritage with innovation, creating a visually compelling and trustworthy presence. Serving as a strategic digital hub, the website reinforces Robotti’s authority in the financial sector while strengthening its reputation for reliability and expertise.
The website structure is organized into three main categories: the main homepage, the Robotti Advisor homepage, and the Robotti Securities homepage.
Robotti Advisor Homepage
dvisory services. The structure was designed to provide an intuitive experience, ensuring potential clients can quickly grasp the firm’s investment approach and navigate key sections with ease. The homepage connects users to essential resources, including the firm’s philosophy, team introductions, and recent financial insights. Clear calls-to-action direct visitors to in-depth strategy breakdowns and blog content, encouraging engagement and client interaction. The seamless integration of branding and structured content ensures a professional and user-friendly experience, enhancing credibility and accessibility for all users.
Robotti Security Homepage
The Robotti Security homepage was developed to communicate the firm's expertise in asset management and financial security. The layout prioritizes transparency, credibility, and ease of access to critical investment insights. A strategic content flow educates users on investment approaches while guiding them toward key decision-making touchpoints. The integration of data-driven visuals enhances user trust, reinforcing Robotti’s position as a reliable partner in financial security. With a structured authentication process for research materials, the design ensures controlled access to proprietary insights while maintaining a seamless user experience. The homepage effectively strengthens Robotti’s brand presence while catering to the specific needs of security-focused investors.
UI Kit
To maintain a cohesive and scalable user interface, I developed a comprehensive UI kit that included:
Modular design components for adaptability across different pages and use cases.
Consistent button styles, typography, and spacing, reinforcing usability and brand alignment.
Interactive elements designed to enhance engagement while maintaining a professional aesthetic.
The UI kit ensured that the website and digital assets remained visually aligned and user-friendly across all touchpoints.
Outcome
A modernized yet heritage-preserving brand identity, strengthening Robotti’s position in the financial industry.
A user-friendly website with an intuitive layout that enhances customer engagement.
A scalable UI system, ensuring consistency across all digital platforms.
Improved investor trust and credibility, reinforcing Robotti’s leadership in the financial sector.
This project showcases my expertise in branding, digital strategy, and UI/UX design, creating a visually compelling, scalable, and user-focused brand experience.