Chesapeake Asset Management
Just in time for the New Year, a time of fresh starts and new ventures, we begin a monthly journey into the storybook of our creative lives.
Our first chapter takes us to our latest completed web design project for Chesapeake Asset Management, a wealth management company located in Gaithersburg, MD.
Chesapeake Asset Management hired us to completely redo their HTML-based website. It was a tricky task for us because the client, which has a “no solicitations” policy and receives its clients solely by referral, wanted the new website to be more engaging.
- Our immediate task became: How do we tell their story and keep non-referral clients at bay?
- Longer term, and even more daunting, was the question: How do we make financial information sound interesting to those are looking to pay someone to take care of their money because they don’t actually want to think about it themselves?
- After chucking the typical ways we might approach a redo like this, we decided to focus on explaining what makes Chesapeake unique and how they conduct their business.
- In a nutshell, we turned the site into an information tool rather than a marketing one.
The main goals from the start were to upgrade the look and feel of the website (it was built over a decade ago and hadn’t been updated…at all) and make it easy for the company to post news on a regular basis.Chesapeake Asset Management is a very company busy and its employees were not at all interested in learning how to update things via an intricate platform; so, to simplify things, we moved the site over to a WordPress–a content-management system. Next, we threaded a visual theme through each page, working the brand into a more responsive design using their existing brand and color scheme. Finally, because the company uses the name “Chesapeake”, the site’s imagery needed to be Chesapeake-area nature that conceptually coincided with the content on each individual page.
When we began,Chesapeake Asset Management had a non-responsive site; that might not seem important to a company that’s not actively seeking out clients, but Google searches automatically penalizes those types of sites. And even though an interactive site wasn’t high on the company’s “must have” list, it still needed to be updated and accessible since so many people now do searches on their mobile devices and tablets.
In the end, we delivered a clean, organized site that easily explains complicated financial information and services to a non-industry audience.