Since 2009 we've been helping Insight Financial Group build their brand. The website has been a missing piece in creating a cohesive brand experience for prospects. Insight's brand is build on making sure every experience is calming, straight forward, approachable/caring and organized. The experience online had to align with also of those characteristics and deliver the brand promise of making wisdom actionable.
There are a number of unique design features that we incorporated into his website. First, we avoided the common menu design and opted for a more directed UX. Each page in the path provides minimal options and clarity to guide the user. This directed path creation also creates a sense of interest or mystery regarding the other paths. We fully expect users, no matter their real inclination, to explore both paths.
Second, the site experience begins with a motion graphic. We wanted the first encounter with the brand to be simple, clear, and attractive.
Third, since financial service industry has a reputation of being aloof, we wanted to bring as much personality as possible to the site. One way we accomplished this is by including not only the third-person self-written bios, but also bios written by the other employees about each other. These multiple perspectives on each of the employees brings warmth and personality to their brand.
Finally, to further foster approachability we filmed a number of short interviews with Phil. Allowing visitors to experience Phil's passion to serve clients well.
Phil requested that all the people involved in the web design be thanked. Instead of placing a link at the bottom, we wanted to integrate in the experience. A small heart in the bottom right corner creates a bit of mystery and what financial planning firm has a little heart on every page of their site.
Visit the site: InsightLifePath.com