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.
The first step in my redesign was to research through reams of existing copy and marketing collateral, to understand what their business means to their customers. 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. Instead of their heavy dark palette, I opened up the design with a pale green and plenty of white and light gray, giving the site an elegant clarity. I wrote all new headlines and copy using a direct and humble voice, producing a website that is simple, serious and modern.