Aligning a new ambition with digital excellence
Mumtalakat, the sovereign wealth fund of the Kingdom of Bahrain is among the top 50 sovereign wealth funds in the world. First established in 2006, the fund has been fully committed to long-term investment growth across the middle-east region and in 2022 the ambition shifted to build global recognition as one of the most progressive and innovative funds around. Presented with a new refreshed identity and strategy ‘to inspire growth by acting, thinking and operating with care and imagination’, our Creative Technology team were challenged with completely redeveloping the online experience with a new technical architecture, approach to content hierarchy and outcome-focussed approach to interface design. The new website was launched during the brand unveiling at the Bahrain Formula 1™ race.
Interface Guided By Strategy
Progressive, Ambitious, Collaborative. Aligned to the new brand strategy, the website’s creative direction heroes Mumtalakat as the trusted guide towards greater investment growth. With UX research results showing stakeholders differing journeys across the site, we utilised the core brand graphic property ‘The Line’ as a visual guide to drive, suggest and highlight content which may be of interest to the user based on their path of discovery.
ClARITY with MOMENTS OF THE UNEXPECTED
Functionality-focused, modular layouts build clarity in the content hierarchy and translate seamlessly into the Arabic variant of the site. We balance the clarity with moments of the unexpected. Understated changes of pace and direction, key Imagery that avoids the cliche of typical wealth funds, and elegant animations provide UX hints guiding Users through the site—making both site navigation and general browsing effortless and enjoyable.