Transforming a Legacy: Elevating Brand Perception and User Experience
In our latest project, we were tasked with merging what were essentially two separate, extremely dated, and hard-to-use websites into a single, comprehensive, cohesive, and easy-to-navigate experience. Our goal was to not only unify the two separate entities of the company but also to elevate the brand perception through thoughtful design, carefully chosen imagery, and a revamped expression of their identity.
Visual Design
Our visual design strategy focused on creating a warm and welcoming feeling to reflect the company's customer-centric approach. We achieved this by utilizing a mix of soft warm greys and tans, while maintaining their brand blue for emphasis, calls to action (CTAs), and other highlight features. This color scheme helped convey a modern yet inviting aesthetic, aligning with the company’s ethos and making the website more appealing to users.
Streamlined Management
To streamline the management of the website for the client, we introduced custom post types. This innovation makes it significantly easier for them to handle day-to-day upkeep, such as staff changes and blog posts. By simplifying these processes, the client can focus more on their core business activities rather than getting bogged down in technical website maintenance.
Brand Repositioning
One of the critical aspects of the project was repositioning the brand as a holistic company offering both accounting and wealth management services, rather than being seen as two separate entities. This repositioning was essential to reflect the company's comprehensive service offerings and to attract a broader client base. We optimized and expanded the existing website copy to improve SEO value, ensuring that the site ranks higher in search engine results and attracts more organic traffic.
Commitment to Clarity
Our creative copy and imagery were designed to portray the company's commitment to providing clarity to its clients. This approach was evident in every element of the site, from the homepage to the blog posts. We focused on clear, concise language and supportive visuals that help demystify complex financial concepts, reinforcing the company’s dedication to transparency and client education.
In summary, by merging the old sites into a unified platform, enhancing the visual design, streamlining management, repositioning the brand, and optimizing content, we have successfully transformed the company's online presence. The result is a modern, user-friendly website that effectively communicates the brand's values and services, ultimately elevating their market perception.
