Simplifying complex financial service offerings

Cumming Capital Management

Challenge

Cumming Capital Management is in the business of selling services, which ultimately means selling themselves. We needed to create a web experience that could speak to both families and technical clients while remaining sophisticated and welcoming for all. As a result, the importance of easy-to-navigate and simple educational pages quickly became clear.

Approach

We worked closely with the Cumming Capital Management team to identify the information that was absolutely necessary to convey on their site, minimizing any unnecessary pages. Additionally, we analyzed the websites of their closest competitors to find ways to help them stand out to anyone who may visit multiple sites to compare.

Services

Branding, Development, UX/UI Design

Year

2022

Technology

Gatsby Cloud, Wordpress

Website

https://cummingcapital.com/

A Sophisticated Brand for Boutique Financial Services

We knew that the success of our rebrand relied on getting the Cumming family excited about the new direction. We also knew that the brand needed to speak to an affluent clientele and stand up against other firms that potential clients would be comparing the brand against. As a result, we took some time to get to know the primary players in the space and spoke to the management team to understand how the office was growing.

A High-End Digital Experience

Many financially oriented websites are either oversimplified or overly complex. Our goal was to create something that landed in the middle. This meant creating interesting ways to convey information and creating frameworks that would make visitors feel comfortable and secure. We also wanted to provide just enough detail and create just enough interest so possible clients would want to connect with their team - helping them build the personal relationships that have made their office successful.

Rebranding a Legacy

As an investment and asset management office, the system conveys confidence and stability, pulling inspiration from old accounting ledgers. The colors are comfortable and strong to help bolster the nature inspired imagery to tie in the family’s love of Utah and the role it has played in their growth.

A Modern Financial Office

We wanted something that would feel both at home, yet stand apart, from the other family offices in Utah and nationally. With the help of the Cumming Capital Management team, and input from the Cumming family, we explored options that both spoke to the family’s legacy and looked to the future - something that was both old and new.