Some websites rest on three short words. Anyone entrusting their wealth wants to know how it is invested, what it achieves and who stands behind it. For Albin Kistler, an independent Zurich asset manager, these questions became the backbone of its 2020 website restructuring.

How, What and Who lead the navigation in a large serif, each menu opening with one guiding sentence. On a grid from 4 columns at 320 px to 16 on large desktops, deep navy meets a calm serif, a precise sans-serif for labels and figures, and a sparing signal red for active states and downloads. Market commentary sits in cards, performance in bar charts. As Digital Experience Designer at Martin et Karczinski, I designed structure and layouts, plus the company presentation, homepage graphics and a display campaign.