When Brian May, a research analyst and portfolio manager at Smith Salley, approached dotp about redesigning their website, I had no idea how saturated the wealth management market space was online.
After a detailed visual and content survey of the top fifty wealth management firms in the United States, I discovered an industry where websites were under performing aesthetically and functionally. Financial websites failed to provide relevant content to their potential clients and were rife with financial visual cliches like sail boats, hikers scaling mountains and smiling happy people holding hands.
Working closely with Brian, I organized Smith Salley’s content and created a layout to present the most useful client information first. I deliberately kept the site visual design elements to a minimum so that the bold, elegant, hand drawn illustrations would convey Smith Salley’s authenticity in contrast to the mistrusted, overly complex financial environment.