CFA Institute
Reframing a foundational piece of investor advocacy to drive global engagement.
The Challenge
CFA Institute had authored the Statement of Investor Rights to define ten core principles every investor should expect from financial service providers. While the content was critically important to the organization’s mission, engagement with the document was limited when presented within a broader content-heavy website.
The challenge was to increase awareness, engagement, and participation among investment professionals and the public, without diluting the credibility or seriousness of the message.
The Outcome
A standalone, purpose-built digital experience that dramatically increased visibility and engagement with the Statement of Investor Rights. Through multiple iterations, the work generated tens of thousands of impressions, enabled global participation, and leveraged LinkedIn to activate professional networks at scale. The experience became a central pillar of CFA Institute’s “Putting Investors First” initiative.
My Role
As Art Director, I initiated the idea to create a dedicated experience for the Statement of Investor Rights after identifying engagement gaps through analytics and user insights. I designed the initial one-page concept independently, then led and art-directed external agency partners through multiple iterations of the experience.
Over time, my role expanded to managing agency transitions, aligning global stakeholders, and guiding the evolution of the site from an early Minimum Lovable Product into a fully realized, globally promoted digital platform.
Identifying the Opportunity
When the Statement of Investor Rights launched in 2013, it lived alongside a large library of articles, research, and best practices on the CFA Institute website. Analytics quickly revealed that the message was not getting the attention it deserved.
Rather than competing with other content, the statement needed focus, clarity, and presence. Recognizing that this work would likely be deprioritized in favor of other initiatives, I began exploring an alternative approach independently.
The original presentation of the Statement of Investor Rights within a broader content ecosystem, where the message struggled to stand out.
Creating Focus Through a Dedicated Experience
I created an initial concept for a standalone experience that stripped away surrounding content and centered the message on the ten investor rights. The goal was to let the content speak for itself, while presenting it in a way that felt modern, accessible, and shareable.
After receiving strong feedback from leadership, I was asked to formally lead the effort and art-direct a local agency to bring the concept to life.
In 2014, we launched the first iteration of the site, intentionally scoped as a Minimum Lovable Product. It focused on clarity, hierarchy, and a single call to action: endorsement.
The first standalone experience, designed to simplify the message, elevate the ten rights, and drive initial engagement.
Scaling Engagement Through Iteration and Amplification
The response was immediate. Engagement spiked, and thousands of investment professionals began endorsing the statement. With clear evidence of traction, CFA Institute invested further in the experience. New capabilities were introduced, including multilingual support and LinkedIn-based endorsement to tap into professional networks globally.
As engagement continued to grow, the organization partnered with a global advertising agency to amplify the message further. I remained as Art Director, working closely with teams in New York and London to guide the final redesign and launch in 2015.
The first standalone experience, designed to simplify the message, elevate the ten rights, and drive initial engagement.
Designing for Credibility and Reach
Throughout each iteration, the experience balanced two critical needs:
Maintaining the authority and credibility expected of CFA Institute
Enabling modern sharing, participation, and engagement at scale
This required careful attention to tone, visual language, and interaction design so the experience felt neither promotional nor passive.
The Impact
1. Increased visibility and engagement
A dedicated, purpose-built experience elevated the Statement of Investor Rights and generated tens of thousands of impressions across global audiences.
2. Stronger participation from investment professionals
Simplified content structure and clear calls to action led to a significant increase in endorsements from finance professionals worldwide.
3. Expanded reach through professional networks
LinkedIn integration enabled organic amplification across trusted peer networks, extending awareness beyond CFA Institute’s owned channels.
4. A scalable model for mission-driven content
The experience established a repeatable framework for elevating high-value content through focused design and iteration.
5. Reinforced CFA Institute’s leadership and credibility
By presenting the Statement of Investor Rights with clarity and authority, the initiative strengthened CFA Institute’s role as a global advocate for investor trust and integrity.
Leadership Differentiators Demonstrated
Vision setting
Identified an engagement gap and proactively defined a new approach to elevate a mission-critical message.
Initiative and ownership
Independently initiated and validated the concept before securing organizational support.
Iterative delivery
Led the evolution of the experience through multiple phases, from MLP to global campaign.
Cross-agency leadership
Managed and transitioned work across local and global agency partners.
Design as amplification
Used design and platform strategy to extend reach, credibility, and participation.
Conclusion
This work transformed the Statement of Investor Rights from a static piece of content into a living, global platform for investor advocacy. By creating focus, iterating based on performance, and strategically amplifying the message, the experience helped CFA Institute extend its influence and reinforce its mission to put investors first.
The result was not just higher engagement, but a durable digital asset that continues to support CFA Institute’s role as a global voice for integrity and trust in finance.