Regiment Capital Advisors, LP was a Boston-based investment manager formed in 1999. Regiment focused on managing fixed income investments, including portfolios of high yield bonds and leveraged loans, and structured products. The firm also managed private market, direct lending loan funds.

Regiment knew they needed a web presence but they did not want it to function as a marketing tool, so the site was limited to one page. Their marketing plan focused on referrals, rarely did they actively seek a prospective client. The site’s main function was to verify their existence, not to attract clients. A website would not support their communication style, one-on-one, and there are strict regulatory restrictions in the U.S. for investment management firms in regards to websites.

The ‘look’ of the page was based on the office decor which was a reflection of their brand – old world elegance. The grand entrance – made from rich, dark wood – had an arch over the doors. The interior walls were covered in the President’s private art collection from the time of America’s western expansion (1800 to 1860), Europeans and Aboriginals, nature, horses, and the military. The deconstructed image on their web page were details extracted from a tapestry that hung in the office foyer. The soldier on the horse was used as their symbol in their identity.