Case Study: Enhanced Asset Management
From lavender and comic icons to investor-first sophistication — Enhanced Asset Management transformed its brand and website to win high-net-worth clients.
The Challenge
Russell Muldoon, a disciplined investor with a career built on research and process design, and Jeremy Kells, a Certified Financial Planner® with more than 20 years of experience, joined forces to create Enhanced Asset Management — a boutique funds management firm.
Their vision: deliver better investment outcomes for clients and financial planning professionals, while operating within the framework of traditional advice.
But their brand wasn’t aligned with that vision. The business traded under eamgt.com.au, a lavender-coloured website with comic-style illustrations. Copy referred to “EAM” without clearly stating what the business did — funds management. Worse still, the site spoke to financial advisers, not the high-net-worth investors Russell and Jeremy wanted to attract. Performance data was buried, naming conventions were inconsistent, and the firm’s credibility wasn’t coming through.
Russell approached Vanessa at Intuition Communications to merge his former REQON brand with Enhanced Asset Management and reposition the business for sophisticated investors. What started as a few tweaks quickly evolved into a complete rebrand.
Pre Intuition: eamgt.com.au
The Solution
Working through the Intuition Brand Guidelines and Website Strategy Brief, Russell and Jeremy clarified their mission, values, target market, and product suite. This laid the foundation for a complete transformation.
Together, we:
Developed a new brand identity, logo, and visual guidelines
Shifted the product offering from adviser-focused to investor-focused
Refined naming conventions and messaging for clarity and credibility
Designed a clean, minimalist Squarespace website focused on investors’ needs
Integrated performance data with live tables and charts
Created branded visuals for the firm’s five portfolios and investment process model
Set up supporting assets: YouTube content hub, blog, email workflows, and social media alignment
The Process
Audit & Insights
The original site positioned Enhanced Asset Management for advisers, not investors. Even the title tag read:
“Enhanced Asset Management (EAM) provides portfolio management and governance solutions to help Financial Advisers manage their clients’ investments.”
This wasn’t going to resonate with high-net-worth investors investing half a million dollars
The visual brand — lavender and cartoons — didn’t speak the investment team’s precision, discipline, or trustworthiness. And the most valuable content, performance data, was buried
The team’s self-analysis, conducted via Intuition’s Brand Guidelines and Website Strategy Brief, made these issues clear and provided a roadmap forward
Building a website is like building a house — it all starts with a good plan.
Your brief sets the direction, sparks ideas, and keeps us moving forward together. It doesn’t need to be perfect, and it is not the final version.
The more you share at the beginning, the smoother (and more exciting) the journey will be!
Strategy & Research
When Vanessa received the team’s 22-page completed brief, it was clear this project was more than just a tidy-up of Russell’s old REQON website and the existing eamgt.com.au site. We needed to start from scratch.
Brainstormed naming conventions, product structure, and application processes
Refined values and key messages
Conducted competitor analysis to identify positioning opportunities
Defined success as: a website that clearly communicates who we are, what we do, how well we do it, and how to invest
The vision was clear: white, white, and more white — clean, minimalist, and professional.
Site Structure & Content
Using Miro, we workshopped site navigation around three pillars: Experience & Transparency, Performance and Invest with Enhanced.
From there, Intuition Communications:
Created detailed content briefs for every page, including SEO keywords and strategy tips
Consolidated existing content into investor-first messaging
Designed wireframes for copy and image placement, calls to action, and workflows
Briefed designers to create branding for portfolios and process visuals
Produced a technical specification to lock in functionality and user experience requirements
Design & Development
Enhanced chose a pre-built Squarespace template as the foundation — ensuring best practice responsive design and a faster development cycle.
Vanessa managed design, content, and development, integrating:
A table plugin for performance data
Google Sheets integration for live performance updates
Charting solutions for portfolio performance
Canva-templated image assets
Google Analytics, Google Console, and sitemap setup
Russell and Jeremy collaborated on specialist investment content, while Intuition Communications delivered the structure, polish, and execution.
The Outcome
Enhanced Asset Management relaunched with a brand and website that matched their investment pedigree:
New brand identity and URL: enhancedinvest.com.au
Investor-first website showcasing expertise and performance
Clear product positioning, with the Concentrated Australian Equity Portfolio as the flagship
Branded portfolio visuals and investment process model
A digital hub for performance updates, video insights, and investor engagement
The firm successfully repositioned from adviser-focused to investor-led, giving Adelaide’s high-net-worth investors a credible, trustworthy alternative fund manager.
“Vanessa has guided me through the branding of two businesses. She is my go-to for advice, mentoring and delivering a digital solution that I am proud to stand in front of.”
— Russell Muldoon
“Vanessa and the team at Intuition Communications 100% met the brief of elevating the experience of our team to a status for which they are worthy.”
— Jeremy Kells