When we were asked to help this investment advisory company give their materials a strong, consistent look, we knew we would be tempted to make it ‘edgier.’ The project could have been a ‘double-edged sword’ if not ‘handled’ correctly. We ‘forged’ ahead with a clean and clear information presentation.
The website was approached with total new thinking for financial content delivery. The content was reduced down to the essentials, providing simple portals so that investors can get to what they really want quickly. The logo was revised, maintaining the sword motif, but giving the company a progressive image. Three tiers of product lines were delineated with accompanying product symbols. And, an illustrated imagery system was developed to represent each fund’s primary investment focus so their internal graphics group could easily extend the program as new fund products were developed.