The final piece for a cohesive brand experience

By | September 30, 2016

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 built on making sure every experience is calming, straight-forward, approachable, caring and organized. The experience online had to align with all of these characteristics and deliver the brand promise of making wisdom actionable.

Unique backgrounds which rotate on refresh

There are a number of unique design features that we incorporated into this 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 to the next step. This directed path creation also spurs curiosity 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.

The homepage: a starting point for a unique website path

A website path for those who need to be convinced

Third, since the 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.

Insight Financial's unique team bios and perspectives

Finally, to further foster approach-ability we filmed a number of short interviews with the company founder, 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.

Gratitude for those who have helped build the site along the way

Diane Cody
Diane Cody
Diane joined the Spire2 team as a graphic designer in 2010. She loves to solve problems through design and is passionate about building marketing campaigns that perform across all platforms.