CORE Wealth Advisors is a Lakeland, Florida wealth management firm providing financial planning and wealth management services. Nice Branding’s goal for the CORE website was to incorporate a high-end, minimalistic style matching the identity of the brand.
An iconic bird to the Lakeland area, the swan is featured in much of CORE’s marketing materials, so it only made sense to carry over the elegant visual to the website. Nice Branding chose a slow-motion video of swans for the homepage. Another distinct element for brand recognition and elevated design is the use of the circle icon for the cursor graphic – an icon also found in the sticky menu.
The website utilizes classically-elegant serif fonts with simple, supporting sans-serif fonts to showcase a sophisticated and modern brand style. Negative space with motion graphics throughout helps build on the story of the brand. The scroll animations of the images, some headlines, and graphic elements add a level of interest for the user and allow the imagery to be the focal point amidst the clean design. Slow, sleek transitions build on the high-class nature of the CORE business.
To begin establishing trust between the user and their future financial advisor, Nice Branding paid close attention to the CORE team page and member pages, building a design that is clean, approachable, and informative. Thought was also given to CORE’s annual conference, The CORE Initiative, which brings together thought-leaders in the community; a page is dedicated to highlighting past and future guest speakers.