PGIM Investments Rebrand & Website Transformation

CLIENT: PGIM Investments
INDUSTRY: Finance & Investments
SERVICES: Rebrand & Website Transformation

Client Background:
PGIM Investments, previously known as Prudential Investments, underwent a major rebranding in April 2017 to align with the global PGIM brand. This effort followed similar updates across PGIM’s affiliates and aimed to strengthen PGIM’s position as a leader in actively managed investments while modernizing its digital presence.

OVERVIEW:
The goal was to refresh PGIM Investments’ digital platform—making it easier and faster for clients and financial professionals to access fund information and resources. We wanted to remove barriers, simplify navigation, and showcase PGIM’s commitment to sustainability—all while reinforcing a consistent, polished brand experience.

What I Did
In this project, I guided and ensured the cohesive visual and user experience design for PGIM’s rebranded digital platform. I collaborated closely with cross-functional teams to deliver a seamless, accessible, and brand-aligned experience that simplified fund discovery and improved user engagement globally.

Key contributions included:

  • Developed a unified visual language aligned with PGIM’s brand standards
  • Refine navigation and key features
  • Leading redesign efforts for the homepage, fund sections, and product pages
  • Facilitated the removal of the login requirement for financial professionals to enhance accessibility
  • Established a clear typographic system and applied brand overlays for visual consistency
  • Created digital marketing assets—including internal emails, web banners, and print flyers—to support global rebrand communications
  • Collaborated with developers to implement scalable content management using Adobe Experience Manager (AEM)
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