Project Overview
Finstyle, a boutique financial planning practice, commissioned Wink to create a website that would showcase the brand to clients and provide a tool for their advisors.
Project Commissioner
Project Creator
Team
Creative Director: Rita Kanji
Copywriter: Sassy Havyatt
Digital Designer: Rita Kanji
Account Team: Rita Kanji, Dave Short
Programmer: Adam Dickinson
Project Brief
We explored and defined the brief in a number of face-to-face sessions with founder Brad Isaac - just as they do with their own clients.
So what sets Finstyle apart? We made some discoveries through strategically led conversations about the kind of business they wanted to be. Their brand is customer-centric, aspirational, and lifestyle focused. It is as personal as it is professional. Practicing these values on a daily basis, Brad never wears a tie and gets to know all his clients even if he isn’t their primary advisor. The business attracts clients keen to obtain their best life by building a trusted working relationship.
Importantly, through talking we learned that a key purpose of the site is to support the team when meeting with clients.
The site needed to showcase their successes and stand out from others in the financial advice sector. Navigation and content had to respond to its older audience by being fast, user friendly and with clear and easily accessible information.
Project Need
This website had to work for two target audiences – both staff and clients. The style of copy, graphics, visuals and logo had to meet both agendas.
The copywriting took a conversational approach that didn’t waffle on. Imagery was aspirational and inviting.
We used customer testimonials to speak for the business from an objective point of view. The home page spotlights a story from various clients, which differs every time you visit the site. This not only provides dynamism, but also piques interest and invites readers in to find out more. The minimalist style was designed to make a hero of these client experiences and to support the brand’s promise and personality.
Importantly, as a growing business, we designed the site to be flexible by creating a user friendly Content Management System (CMS) to allow any member of the Finstyle team to update the site. The strategic CMS allows the site to be editable and scalable with the ability to add, remove or edit more than 90% of the sites content. A client portal integrated with the CMS is staged to go live in the near future.
Design Challenge
Finance is typically a dry topic that too often results in dull communications. Our challenge was to create a ‘category buster’. We needed to engage emotionally as well as providing information that showed Finstyle’s technical expertise, tailored services and processes.
The site had to be as flexible as possible to work for their growing business and to cope with constant regulatory updates. Our website solution uses a Content Management System that allows the site to be editable in all aspects - home page images and testimonials, background images, colours, managing team updates, adding and removing menus and uploading tools.
Sustainability
The new flexible website means increased efficiency and a huge leap towards a more paperless office, wherever that office chooses to roam.
Digital Experience - Website
This award celebrates innovation and creativity in design of a unique user experience in the combination of text, audio, still images, animation, video, and interactivity content for websites. Consideration given to clarity of communication and the matching information style to audience.
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