web
Regiment Capital Advisors, LP
Regiment Capital Advisors, LP

Regiment Capital Advisors, LP is a Boston-based investment manager formed in 1999. Regiment focuses on managing fixed income investments, including portfolios of high yield bonds and leveraged loans, and structured products. The firm also manages private market, direct lending loan funds.

Regiment knew they needed a web presence but they did not want it to function as a marketing tool, so the site was limited to one page. Their marketing plan focuses on referrals, rarely do they actively seek a prospective client. The site’s main function is to verify they exist, not to attract clients. A website would not support their communication style, one-on-one, and there are strict regulatory restrictions in the U.S. for investment management firms in regards to websites.

The ‘look’ of the page is based on the office decor which is a reflection of their brand – old world elegance. The grand entrance made from rich, dark wood has an arch over the doors. The interior walls are covered in art from the time of America’s western expansion (1800 to 1860), Europeans and Aboriginals, nature, horses, and the military. The deconstructed image on this web page are details extracted from a tapestry that hangs in the office foyer. The soldier on the horse is used as their symbol in their identity.