EtonWay Financial
A wealth advisory firm helping successful individuals, families, and business leaders make confident financial decisions with personalized planning.
The Project Brief
EtonWay Financial is a financial planning firm helping individuals and families navigate retirement, wealth, and long-term financial decisions. Founded by Mike Shapiro, the firm works with clients to create thoughtful strategies for their financial future.
The Creator's Daughter refined EtonWay's visual brand identity and redesigned its existing website, creating a more polished and cohesive digital experience rooted in trust, expertise, and ease.
SCOPE
Creative Direction
Website Redesign + Development (Wix)
UX Strategy
Information Architecture
Content Flow
Visual Identity Refinement
Responsive Design
The Website Needed More Than a New Layout
Mike noticed that his existing website didn't look or feel like the other financial firms in his industry. He originally came to me for help with the website's layout and content flow, but as I evaluated the experience, I saw that the issue went beyond structure.
The visual brand identity itself wasn't effectively communicating the trust, expertise, credibility, and professionalism reflected by the firms he admired. The foundation was there, but it needed greater clarity around his vision, along with more cohesion and refinement, to communicate the firm's expertise and build trust from the first interaction.
Where Calm Meets Credibility
Mike wanted clients to feel welcomed, calm, and at ease when they arrived on the site, a sense of escape that felt unexpected for a financial services brand.
Together, we developed a high-end West Coast business district aesthetic, pairing California coastal landscapes with modern architecture and refined interiors to balance relaxation with professionalism.
Turning EtonWay’s Expertise Into A Better Online Experience
I refined EtonWay's existing visual identity rather than starting from scratch, elevating the color palette, typography, imagery, and graphic language. The website was restructured around clearer hierarchy and more intentional content flow, making complex financial information easier to navigate and understand.
Aligning the Brand With the Business
The result is a digital presence that better reflects the expertise behind EtonWay Financial while creating a more welcoming experience for prospective clients.
A brand that feels credible without feeling cold.
Sophisticated without feeling distant.
And designed to help clients exhale and feel they're in capable hands.
