Axioma is a leading manufacturer of portfolio optimization and risk management tools to asset managers, hedge funds, pension plan managers and sell side institutions. Its website, however, was dense and difficult to navigate and locate the desired information. It also did not communicate the leading-edge, fintech “vibe” the company sought. Optima Group presented potential creative options for the website as well as a recommended hierarchy for communicating information and market segment expertise. The selected creative uses cool blues, abstract shapes and light elements to convey the idea of movement, action and sophisticated information transformation. A front and center selection section allows visitors to engage with the website based on their self-selected user profile.