ONE brand experience for 360 ONE

360 ONE Asset Management redesigned and unified website experience across investment platforms.

CLIENT: 360 ONE Asset Management

REGION: India

DELIVERABLE: UX UI, Design Systems and Engineering

TIMELINE: 2 years

BRIEF

Building websites for a diverse investment portfolio under one brand.

360 ONE Asset's website needed to represent a diverse range of investment offerings while maintaining the simplicity and elegance expected from a premium financial brand. The experience was designed to help users seamlessly navigate across multiple investment categories, discover relevant information and understand the breadth of the firm's capabilities through a unified brand experience.

OUR ROLE

Unified architecture for the 360 ONE universe

We restructured the information architecture to simplify product discovery, reduce navigation complexity and create intuitive pathways across funds, investment capabilities, leadership, insights and corporate information

Premium experience design

We created a unified visual language that brings all business verticals together under the 360 ONE Asset brand, while giving each investment vertical the flexibility to communicate its distinct offerings

Enterprise engineering

We developed a high-performance, CMS-driven website using a modern technology stack that enables continuous publishing, superior performance and future scalability

Our Approach

A strategic end-to-end process combining research, experience design and engineering excellence

Business immersion

Stakeholder workshops to understand business goals, content priorities, governance requirements and long-term digital ambitions

Content strategy & IA

Comprehensive restructuring of navigation, page hierarchy and content relationships to improve discoverability

Experience design

Wireframes, interaction models and visual exploration focused on building the multi-brand system under one mother brand

Design system

Creation of reusable design components and interaction patterns ensuring consistency across future digital initiatives

Engineering & CMS

Development of a component-driven frontend integrated with a scalable headless CMS, enabling rapid publishing and long-term flexibility

RESEARCH

Simplifying investment discovery across multiple business lines.

The website was designed to make it easier for investors, advisors and institutions to navigate across 360 ONE Asset's expanding range of investment offerings. By organising complex content into intuitive journeys and creating a consistent visual language, the experience enables users to move seamlessly between investment categories while preserving the distinct identity of the brand.

Teammate reviewing customer journey maps and sticky notes during UX design for the 360 ONE Asset Management website.

Desktop monitor showing a 360 ONE webpage beside source code during UX and technical research for the asset management website.

Team member reviewing an information architecture map across a laptop and monitor while planning the 360 ONE Asset Management website.

IDEATION

3 verticals. 100+ pages. 1 unified design system

With over 100 pages spanning Mutual Funds (MFs), Alternative Investment Funds (AIFs) and Portfolio Management Services (PMS), the website was designed around a single, scalable design system that provided consistency across every touchpoint while accommodating the unique requirements of each business vertical. Rather than designing individual pages, we established a comprehensive library of reusable components governed by a token-based design approach, enabling typography, colour, spacing, grids and interaction patterns to remain consistent throughout the experience. Design and engineering teams collaborated closely to translate this system into a component-driven frontend architecture, where every UI element mapped directly to reusable code components. This approach significantly streamlined development, reduced redundancy, accelerated implementation across more than 100 pages, and created a flexible foundation that allows the website to evolve efficiently as new investment offerings, content and business requirements emerge.

Low-fidelity wireframes for 360 ONE investment pages, including fund selection, SIP calculators, fund performance and related financial content.

OUR STRATEGY

Simplify

Present complex investment information through structured layouts, progressive disclosure and intuitive navigation

Strengthen

Create a premium visual language that communicates credibility and expertise through the design system

Scale

Design modular page templates and reusable components that enable rapid expansion without compromising consistency

EXECUTION

A high performance website: under the hood.

We selected a technology stack to support fast content delivery, scalable growth and an efficient publishing workflow, making the website adaptable as business requirements evolve. The frontend was built with Next.js and React, using TypeScript to improve code quality, reliability and developer productivity. A component-driven UI architecture styled with Tailwind CSS ensured visual consistency and rapid development, while GSAP was used to deliver smooth, high-performance animations and micro-interactions. Application state was managed using React Context and Hooks, with seamless integration to backend services through secure Graphql APIs. Content authors were empowered through a headless Strapi CMS, enabling flexible content management independent of the presentation layer. The platform leveraged Next.js Image Optimization, file-based routing, and Server-Side Rendering (SSR) to deliver exceptional loading speeds, improve SEO and optimise the user experience across devices.