KEYSTONE WEALTH
Financial Advising Firm
CHALLENGE
The primary challenge for KEYSTONE was to completely modernise their brand image, which had become stale and uninspiring. Their previous website and branding lacked creativity, causing potential clients to overlook them in a competitive market. They wanted to stand out from other financial advising firms that typically utilised similar colours, fonts, and messaging. The goal was to create a brand identity and website that not only engaged users but also transformed typically dry financial topics into interesting and relatable content, ultimately inviting a younger demographic to connect with them.
RESULTS
Brand Identity Development
To address Keystone’s objectives, I crafted a bold and engaging brand identity that maintained the existing colours of orange and yellow, which already differentiated them from their competitors.
• Logo Design:
The redesigned logo features an illustration of a keystone, the central supporting piece of an arched bridge, symbolising the firm’s role in connecting clients to their financial futures. The logo was designed in a simple vector style, with a front face in yellow and a rear fading from red to deep black, creating a sense of depth.
Website Redesign
I completely redesigned their website from the ground up, focusing on a clean and modern layout that prioritises ease of navigation and user engagement.
• Homepage Structure:
The homepage presents essential information concisely, covering who they are, what they do, and how they do it.
• Service Pages:
Each service, including retirement planning and estate planning, has its own dedicated page featuring unique 3D models that visually represent the services in an engaging manner. For example:
• Retirement Planning: A sailboat gently swaying on the ocean, symbolising the freedom that comes with retirement.
• Protection: An umbrella glowing under rainfall, representing security.
• Estate Planning: A key entering a lock, signifying homeownership.
These creative visuals not only enhance user experience but also help demystify financial concepts.
Brand Messaging
The slogan “Building the bridge to your financial future” was developed to further encapsulate their mission, with messaging that conveys professionalism, approachability, and a hint of playfulness.
Results
The final branding and website design were well received, resulting in a noticeable increase in client engagement and trust.
BRIEF
Keystone approached me with a request to completely modernise their branding and digital presence. Their previous branding was seen as unimaginative and dull, which they felt put potential clients off. They wanted to stand out in an industry where many firms relied on similar colours, fonts, and messaging. The objective was to redefine their brand identity, redesign their website, and create an engaging user experience that made typically mundane financial topics interesting and approachable.
SERVICES
Brand Development
3D Modelling
Style Guide Curation
Web Design
OVERVIEW
Keystone is a financial advising firm with decades of experience in the industry. They specialise in guiding clients through the complexities of wealth management and planning, aiming to provide clear and tailored solutions for their clients’ financial futures. Keystone recognises the need to modernise its image and engage a younger audience, particularly those who are the next generation of wealth.