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.
I was creative lead on this project, managing briefings and timescales, liaising with stakeholders and directing photographers and developers.
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.
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.
Cutting Edge Technology
A modern look and feel showing ETX as a visionary technology company, always looking to the future, evolving, adapting and revolutionising.
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.
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
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