MSWM
Elevating trust and clarity for a modern wealth management experience.
(Client)
MSWM
(Year)
2024
(Role)
Product + visual design, UX Strategy, Design System
Confidence Through Design
Project at a Glance
A full redesign of Market Street’s website to reflect their people-first approach and elevate brand clarity across digital touchpoints.
Improved user engagement by 45% through simplified navigation and more human, values-aligned messaging
Reduced homepage load time by 38%, optimizing performance without sacrificing brand storytelling
Developed modular, responsive components that empowered internal updates and future scalability
Result: A warm, confident online presence that positioned Market Street as a trusted, approachable financial partner
Brought clarity and trust to a financial advisor’s site through thoughtful structure, tone, and responsive design.
Project Overview
Market Street Wealth Management is a boutique financial firm focused on guiding individuals and families through long-term investment, retirement, and estate planning. Their team is known for their personalized approach — but their brand presence didn’t reflect that level of clarity, warmth, or professionalism.
The Problem
Market Street’s previous website and brand materials didn’t reflect the level of professionalism or care they brought to their client relationships. The experience felt generic — crowded with financial jargon, misaligned visuals, and a navigation structure that buried the most important information.
Despite offering highly personalized financial planning, the site lacked warmth, clarity, and approachability. The homepage was overloaded with dense copy and had no clear visual hierarchy, making it difficult for users to understand what Market Street did — or who they served — within the first few seconds.
On mobile, things got worse. Long paragraphs, small tap targets, and unclear CTAs made it difficult to explore services or get in touch. And while the firm had a strong reputation in real life, their digital presence failed to build the trust or confidence needed to convert new leads online.
What Market Street needed was a brand and website that could match the quality of their work: calm, clear, and quietly confident — a digital experience that guided visitors with the same intentionality they brought to managing wealth.
Research & Discovery
Before making any design decisions, I set out to understand how Market Street communicated — and how their clients navigated financial decisions online. I began by interviewing stakeholders to clarify their positioning, service structure, and most common client pain points.
The feedback was consistent: Market Street’s strength was personal guidance — not cookie-cutter advice. But the website didn’t reflect that. In fact, it overwhelmed visitors with technical language and lacked any meaningful story about the people behind the firm.
To supplement these insights, I audited competitor sites in the wealth management space — noting how many leaned into either cold, institutional design or overly generic templates. I also mapped user goals across three key personas:
Retirees looking for long-term planning and stability
Young professionals with growing wealth but little financial literacy
Families focused on education, estate planning, or multi-generational strategy
Key insights included:
Users skim first, decide later. Heavy blocks of copy were actively hurting engagement.
Trust cues matter early. Professional photos, certifications, and plain-language messaging had to be visible within the first scroll.
CTAs were too vague. Visitors weren’t sure what to do next — or if the firm was even taking on new clients.
These findings laid the foundation for a streamlined site structure and a refined brand voice — focused on simplicity, trust, and thoughtful pacing.
Strategy & Design Process
With clear insights from clients and stakeholders, I set out to design a brand and website that felt calm, trustworthy, and tailored. The goal wasn’t to overwhelm with data — it was to guide users through an experience that mirrored Market Street’s real-world approach: intentional, clear, and deeply human.
My strategy focused on three guiding principles:
Reduce cognitive load – Strip away unnecessary content, and use clear hierarchy and white space to help users feel at ease.
Build early trust – Surface credentials, services, and client-centered messaging within the first few scrolls.
Create flexible structure – Design a modular layout system that could grow with the business while maintaining a consistent voice.
Content Strategy & Site Architecture
I restructured the site to follow a focused narrative:
Who we are → What we offer → Why it matters → Let’s talk.
Key content was rewritten or reorganized for scannability, and service pages were redesigned to speak directly to real-life goals rather than abstract financial terms.
Visual Identity & Design Language
I refined the brand palette to use warm neutrals, deep blues, and soft accent tones — creating a sense of calm confidence. Typography paired a serif for headers with a clean sans-serif for body copy, balancing tradition and clarity.
Photography, iconography, and testimonials were placed with intention to convey both professionalism and approachability.
Responsive UX
Mobile experience was rethought from the ground up. Tap targets were expanded, navigation was simplified, and sticky CTAs guided users to take action without feeling pressured. The site now reads as clearly on a phone as it does on a desktop — essential for first impressions and follow-up browsing.
Throughout the process, I worked closely with the Market Street team to ensure the brand voice felt personal and authentic — not canned or corporate.
The Final Solution
The redesigned Market Street brand and website deliver what the original never could — a sense of quiet confidence and clear direction. The new experience reflects the firm’s real strengths: long-term thinking, deep personalization, and the ability to make complex decisions feel manageable.
Key Improvements:
Reorganized Site Structure: Clear, focused content paths help users quickly understand who Market Street is, what they do, and how to take the next step.
Simplified Messaging: Dense copy was rewritten into plain-language headlines and scannable sections — making financial planning feel more accessible to every audience.
Trust-First Design: Visual cues like professional photography, white space, and strategically placed certifications reinforce credibility without overwhelming the page.
Responsive, Accessible Layouts: The mobile experience now feels intentional and easy to navigate, with clear CTAs, touch-friendly components, and content that adapts seamlessly across devices.
By focusing on clarity, tone, and hierarchy, the final design invites users in — instead of pushing them away with complexity. The result is a digital presence that reflects the firm’s real identity: thoughtful, grounded, and ready to guide clients with confidence.
Impact & Outcomes
The redesigned brand and website helped Market Street clarify their value and connect more meaningfully with prospective clients. The transformation strengthened both the emotional tone and business utility of their digital presence.
Increased new client inquiries by 28% within the first quarter post-launch, attributed to stronger calls-to-action and simplified contact flows
Reduced homepage bounce rate by 33%, driven by clearer messaging, improved mobile performance, and more intuitive navigation
Improved user understanding of services, with clients referencing specific offerings they hadn’t noticed before the redesign
Strengthened perception of professionalism and care, aligning visual design with the firm’s core values
Enabled easy updates to content, using a modular layout system that let the team adjust messaging seasonally without external support
The new experience positioned Market Street not just as competent advisors, but as trusted partners — approachable, intentional, and ready to guide clients through their most important financial decisions.
MSWM
Elevating trust and clarity for a modern wealth management experience.
(Client)
MSWM
(Year)
2024
(Role)
Product + visual design, UX Strategy, Design System
Confidence Through Design
Project at a Glance
A full redesign of Market Street’s website to reflect their people-first approach and elevate brand clarity across digital touchpoints.
Improved user engagement by 45% through simplified navigation and more human, values-aligned messaging
Reduced homepage load time by 38%, optimizing performance without sacrificing brand storytelling
Developed modular, responsive components that empowered internal updates and future scalability
Result: A warm, confident online presence that positioned Market Street as a trusted, approachable financial partner
Brought clarity and trust to a financial advisor’s site through thoughtful structure, tone, and responsive design.
Project Overview
Market Street Wealth Management is a boutique financial firm focused on guiding individuals and families through long-term investment, retirement, and estate planning. Their team is known for their personalized approach — but their brand presence didn’t reflect that level of clarity, warmth, or professionalism.
The Problem
Market Street’s previous website and brand materials didn’t reflect the level of professionalism or care they brought to their client relationships. The experience felt generic — crowded with financial jargon, misaligned visuals, and a navigation structure that buried the most important information.
Despite offering highly personalized financial planning, the site lacked warmth, clarity, and approachability. The homepage was overloaded with dense copy and had no clear visual hierarchy, making it difficult for users to understand what Market Street did — or who they served — within the first few seconds.
On mobile, things got worse. Long paragraphs, small tap targets, and unclear CTAs made it difficult to explore services or get in touch. And while the firm had a strong reputation in real life, their digital presence failed to build the trust or confidence needed to convert new leads online.
What Market Street needed was a brand and website that could match the quality of their work: calm, clear, and quietly confident — a digital experience that guided visitors with the same intentionality they brought to managing wealth.
Research & Discovery
Before making any design decisions, I set out to understand how Market Street communicated — and how their clients navigated financial decisions online. I began by interviewing stakeholders to clarify their positioning, service structure, and most common client pain points.
The feedback was consistent: Market Street’s strength was personal guidance — not cookie-cutter advice. But the website didn’t reflect that. In fact, it overwhelmed visitors with technical language and lacked any meaningful story about the people behind the firm.
To supplement these insights, I audited competitor sites in the wealth management space — noting how many leaned into either cold, institutional design or overly generic templates. I also mapped user goals across three key personas:
Retirees looking for long-term planning and stability
Young professionals with growing wealth but little financial literacy
Families focused on education, estate planning, or multi-generational strategy
Key insights included:
Users skim first, decide later. Heavy blocks of copy were actively hurting engagement.
Trust cues matter early. Professional photos, certifications, and plain-language messaging had to be visible within the first scroll.
CTAs were too vague. Visitors weren’t sure what to do next — or if the firm was even taking on new clients.
These findings laid the foundation for a streamlined site structure and a refined brand voice — focused on simplicity, trust, and thoughtful pacing.
Strategy & Design Process
With clear insights from clients and stakeholders, I set out to design a brand and website that felt calm, trustworthy, and tailored. The goal wasn’t to overwhelm with data — it was to guide users through an experience that mirrored Market Street’s real-world approach: intentional, clear, and deeply human.
My strategy focused on three guiding principles:
Reduce cognitive load – Strip away unnecessary content, and use clear hierarchy and white space to help users feel at ease.
Build early trust – Surface credentials, services, and client-centered messaging within the first few scrolls.
Create flexible structure – Design a modular layout system that could grow with the business while maintaining a consistent voice.
Content Strategy & Site Architecture
I restructured the site to follow a focused narrative:
Who we are → What we offer → Why it matters → Let’s talk.
Key content was rewritten or reorganized for scannability, and service pages were redesigned to speak directly to real-life goals rather than abstract financial terms.
Visual Identity & Design Language
I refined the brand palette to use warm neutrals, deep blues, and soft accent tones — creating a sense of calm confidence. Typography paired a serif for headers with a clean sans-serif for body copy, balancing tradition and clarity.
Photography, iconography, and testimonials were placed with intention to convey both professionalism and approachability.
Responsive UX
Mobile experience was rethought from the ground up. Tap targets were expanded, navigation was simplified, and sticky CTAs guided users to take action without feeling pressured. The site now reads as clearly on a phone as it does on a desktop — essential for first impressions and follow-up browsing.
Throughout the process, I worked closely with the Market Street team to ensure the brand voice felt personal and authentic — not canned or corporate.
The Final Solution
The redesigned Market Street brand and website deliver what the original never could — a sense of quiet confidence and clear direction. The new experience reflects the firm’s real strengths: long-term thinking, deep personalization, and the ability to make complex decisions feel manageable.
Key Improvements:
Reorganized Site Structure: Clear, focused content paths help users quickly understand who Market Street is, what they do, and how to take the next step.
Simplified Messaging: Dense copy was rewritten into plain-language headlines and scannable sections — making financial planning feel more accessible to every audience.
Trust-First Design: Visual cues like professional photography, white space, and strategically placed certifications reinforce credibility without overwhelming the page.
Responsive, Accessible Layouts: The mobile experience now feels intentional and easy to navigate, with clear CTAs, touch-friendly components, and content that adapts seamlessly across devices.
By focusing on clarity, tone, and hierarchy, the final design invites users in — instead of pushing them away with complexity. The result is a digital presence that reflects the firm’s real identity: thoughtful, grounded, and ready to guide clients with confidence.
Impact & Outcomes
The redesigned brand and website helped Market Street clarify their value and connect more meaningfully with prospective clients. The transformation strengthened both the emotional tone and business utility of their digital presence.
Increased new client inquiries by 28% within the first quarter post-launch, attributed to stronger calls-to-action and simplified contact flows
Reduced homepage bounce rate by 33%, driven by clearer messaging, improved mobile performance, and more intuitive navigation
Improved user understanding of services, with clients referencing specific offerings they hadn’t noticed before the redesign
Strengthened perception of professionalism and care, aligning visual design with the firm’s core values
Enabled easy updates to content, using a modular layout system that let the team adjust messaging seasonally without external support
The new experience positioned Market Street not just as competent advisors, but as trusted partners — approachable, intentional, and ready to guide clients through their most important financial decisions.
MSWM
Elevating trust and clarity for a modern wealth management experience.
(Client)
MSWM
(Year)
2024
(Role)
Product + visual design, UX Strategy, Design System
Confidence Through Design
Project at a Glance
A full redesign of Market Street’s website to reflect their people-first approach and elevate brand clarity across digital touchpoints.
Improved user engagement by 45% through simplified navigation and more human, values-aligned messaging
Reduced homepage load time by 38%, optimizing performance without sacrificing brand storytelling
Developed modular, responsive components that empowered internal updates and future scalability
Result: A warm, confident online presence that positioned Market Street as a trusted, approachable financial partner
Brought clarity and trust to a financial advisor’s site through thoughtful structure, tone, and responsive design.
Project Overview
Market Street Wealth Management is a boutique financial firm focused on guiding individuals and families through long-term investment, retirement, and estate planning. Their team is known for their personalized approach — but their brand presence didn’t reflect that level of clarity, warmth, or professionalism.
The Problem
Market Street’s previous website and brand materials didn’t reflect the level of professionalism or care they brought to their client relationships. The experience felt generic — crowded with financial jargon, misaligned visuals, and a navigation structure that buried the most important information.
Despite offering highly personalized financial planning, the site lacked warmth, clarity, and approachability. The homepage was overloaded with dense copy and had no clear visual hierarchy, making it difficult for users to understand what Market Street did — or who they served — within the first few seconds.
On mobile, things got worse. Long paragraphs, small tap targets, and unclear CTAs made it difficult to explore services or get in touch. And while the firm had a strong reputation in real life, their digital presence failed to build the trust or confidence needed to convert new leads online.
What Market Street needed was a brand and website that could match the quality of their work: calm, clear, and quietly confident — a digital experience that guided visitors with the same intentionality they brought to managing wealth.
Research & Discovery
Before making any design decisions, I set out to understand how Market Street communicated — and how their clients navigated financial decisions online. I began by interviewing stakeholders to clarify their positioning, service structure, and most common client pain points.
The feedback was consistent: Market Street’s strength was personal guidance — not cookie-cutter advice. But the website didn’t reflect that. In fact, it overwhelmed visitors with technical language and lacked any meaningful story about the people behind the firm.
To supplement these insights, I audited competitor sites in the wealth management space — noting how many leaned into either cold, institutional design or overly generic templates. I also mapped user goals across three key personas:
Retirees looking for long-term planning and stability
Young professionals with growing wealth but little financial literacy
Families focused on education, estate planning, or multi-generational strategy
Key insights included:
Users skim first, decide later. Heavy blocks of copy were actively hurting engagement.
Trust cues matter early. Professional photos, certifications, and plain-language messaging had to be visible within the first scroll.
CTAs were too vague. Visitors weren’t sure what to do next — or if the firm was even taking on new clients.
These findings laid the foundation for a streamlined site structure and a refined brand voice — focused on simplicity, trust, and thoughtful pacing.
Strategy & Design Process
With clear insights from clients and stakeholders, I set out to design a brand and website that felt calm, trustworthy, and tailored. The goal wasn’t to overwhelm with data — it was to guide users through an experience that mirrored Market Street’s real-world approach: intentional, clear, and deeply human.
My strategy focused on three guiding principles:
Reduce cognitive load – Strip away unnecessary content, and use clear hierarchy and white space to help users feel at ease.
Build early trust – Surface credentials, services, and client-centered messaging within the first few scrolls.
Create flexible structure – Design a modular layout system that could grow with the business while maintaining a consistent voice.
Content Strategy & Site Architecture
I restructured the site to follow a focused narrative:
Who we are → What we offer → Why it matters → Let’s talk.
Key content was rewritten or reorganized for scannability, and service pages were redesigned to speak directly to real-life goals rather than abstract financial terms.
Visual Identity & Design Language
I refined the brand palette to use warm neutrals, deep blues, and soft accent tones — creating a sense of calm confidence. Typography paired a serif for headers with a clean sans-serif for body copy, balancing tradition and clarity.
Photography, iconography, and testimonials were placed with intention to convey both professionalism and approachability.
Responsive UX
Mobile experience was rethought from the ground up. Tap targets were expanded, navigation was simplified, and sticky CTAs guided users to take action without feeling pressured. The site now reads as clearly on a phone as it does on a desktop — essential for first impressions and follow-up browsing.
Throughout the process, I worked closely with the Market Street team to ensure the brand voice felt personal and authentic — not canned or corporate.
The Final Solution
The redesigned Market Street brand and website deliver what the original never could — a sense of quiet confidence and clear direction. The new experience reflects the firm’s real strengths: long-term thinking, deep personalization, and the ability to make complex decisions feel manageable.
Key Improvements:
Reorganized Site Structure: Clear, focused content paths help users quickly understand who Market Street is, what they do, and how to take the next step.
Simplified Messaging: Dense copy was rewritten into plain-language headlines and scannable sections — making financial planning feel more accessible to every audience.
Trust-First Design: Visual cues like professional photography, white space, and strategically placed certifications reinforce credibility without overwhelming the page.
Responsive, Accessible Layouts: The mobile experience now feels intentional and easy to navigate, with clear CTAs, touch-friendly components, and content that adapts seamlessly across devices.
By focusing on clarity, tone, and hierarchy, the final design invites users in — instead of pushing them away with complexity. The result is a digital presence that reflects the firm’s real identity: thoughtful, grounded, and ready to guide clients with confidence.
Impact & Outcomes
The redesigned brand and website helped Market Street clarify their value and connect more meaningfully with prospective clients. The transformation strengthened both the emotional tone and business utility of their digital presence.
Increased new client inquiries by 28% within the first quarter post-launch, attributed to stronger calls-to-action and simplified contact flows
Reduced homepage bounce rate by 33%, driven by clearer messaging, improved mobile performance, and more intuitive navigation
Improved user understanding of services, with clients referencing specific offerings they hadn’t noticed before the redesign
Strengthened perception of professionalism and care, aligning visual design with the firm’s core values
Enabled easy updates to content, using a modular layout system that let the team adjust messaging seasonally without external support
The new experience positioned Market Street not just as competent advisors, but as trusted partners — approachable, intentional, and ready to guide clients through their most important financial decisions.