Pioneer Valley Financial
website
Pioneer Valley Financial Group is a wealth management and consulting firm with roots in western Massachusetts. Their success depends on trust between their consultants and customers, but like many businesses their website was trapped in the last decade. Envision Marketing brought me in to help with a rebrand.
The first step in my process was to research through reams of existing copy and marketing collateral, to understand what their business means to their customers, and simplify the information architecture.
I crafted new brand messaging focused on the customer’s point-of-view and selected a series of bold hero images to highlight the serious life issues that customers deal with. (e.g., “Enjoy your retirement. We’ll help you plan for it.” and “Enjoy your estate. We’ll manage the details.” and “Life can be an adventure. We’ll minimize the risk.”)
Instead of their heavy dark palette, I pulled a color from the logo and opened up the design with a pale green and plenty of white and light gray, giving the site an elegant clarity. I highlighted their local roots in community engagement on the front page, and wrote all new headlines and copy using a direct and humble voice, producing a website that is simple, serious and modern.
The ultimate validation? Three years later, the PVFG website is still using my headlines and body copy verbatim.
What I did
- Design and art direction
- Copywriting