Julius Baer Foundation
Closing the gap together
When you have it all, it’s hard to imagine the lives of those who have nothing. The enormity of the global wealth gap is not just about money – being at the other end of the wealth divide also means dealing with a lack of opportunities, a lack of networks. In other words: when you’re not on the side that has it all, you often lack the means to improve your fortune altogether.
The Wealth Inequality Initiative
The Wealth Inequality Initiative led by the Julius Baer Foundation aims to shed a light on this issue and to drive action against the global disparities. We helped build wealth-inequality.net as a content hub to connect the world of Wealth Inequality experts, role models and grant makers with the public.
A hub of knowledge
The website is based on pillar pages – extensive lead articles that serve as an introduction to a specific topic. The user starts out on a pillar page and dives into an array of different stories, so-called content clusters. It’s a kind of multimedia blog designed to engage through informative texts, striking imagery and audiovisual content. Pillar pages are not just ideal in terms of SEO strategy, they also provide a great foundation to scale the hub long-term. The site architecture, built on the agile Drupal CMS, can be easily expanded.
We worked with the Julius Baer Foundation to determine the content hub’s purpose, positioning and KPIs. Through a few workshops, we identified personas and user journeys and developed a content strategy.
A team effort
This was a big project – and one we have a great team to thank for. While we took the lead on strategy and development, Geyst created a design that blends in seamlessly with the foundation's brand, while allowing for generous imagery and emotional storytelling. Hej and Filmgerberei created all the content, with texts, videos and podcasts so visually appealing and informative, that we couldn't help but admiring the content while working on it.
A custom-built interactive map with integrated Google Maps functionalities displays the global projects of the initiative.
