Creating a high-end website for a high-worth audience
How do you take an existing high-octane retail brand and develop an in-line but stand-alone website for a more conservative audience? That's what ETX Capital tasked me with in 2014/15 when I worked with them on creating a new corporate website that had to convey a grounded and sophisticated ethos.
ETX Capital are a global spread betting company, who I’ve worked with at Pretty for over 10 years, on various brand, digital and offline projects. They needed a high-end stand-alone responsive site, differentiable from their retail sites but in-line with their main brand, that would appeal to their corporate audience.
Website visuals
MY ROLE
I was creative lead on this project, managing briefings and timescales, liaising with stakeholders and directing photographers and developers.
THE BRIEF
With a brief that required that the site appeal to a primary audience of high-net worth individuals and encompassed values of corporate sophistication and international success, I had a clear direction in which to begin my research. I compiled a competitor review and talked to key stakeholders at ETX who had strong insights into what their audience wanted. From here, I developed mood boards, information architecture and three conceptual routes which I presented to the client.
THE CONCEPTS
Global Connections
About connecting clients to global markets, technology and other financial hubs. This concept uses statistics, infographics and imagery of ETX’s global offices to create a technical look and feel grounded in fact, showing ETX as a business with gravitas.
Concept: Global Connections
Cutting Edge Technology
A modern look and feel showing ETX as a visionary technology company, always looking to the future, evolving, adapting and revolutionising.
Concept: Cutting Edge Technology
Fresh Perspectives
Using a sophisticated graphic style and city imagery at interesting angles, ETX comes across as a company who looks at things from interesting perspectives, offering unique insight into the markets.
Concept: Fresh Perspectives
THE OUTCOME
With positive and clear feedback, I refined and developed a complete visuals for the site, which involved information graphics, copywriting, art-directing time-lapse video and bespoke photography and working with a front end developer to achieve the final site, which was launched at the beginning of 2015.
See more at etxcapitalgroup.com
Responsive site
Website visuals