Women in Consumer Finance Squarespace Website
SCOPE
Event Website
SUMMARY
Women in Consumer Finance is both an organization and an event run by insideARM and the iA Institute. The annual event brings together women at all levels in consumer and commercial finance. It’s an opportunity for motivated finance professionals to come together to advance their careers through professional development seminars and networking opportunities.
When the marketing team came to me to redesign the Women in Consumer Finance event website, they were looking for a site that was more vibrant, professional, and attractive to potential conference attendees. They described the event as sharp, professional, and exciting and wanted their new site to reflect that energy. “I want to be part of that.” was the feeling they wanted site visitors to have when landing on the home page.
Event Website
The event did not have a clearly defined “look” other than a logo and color palette of charcoal grey, red, and white, so I was starting with a clean slate. The marketing team wanted to use photography from the previous years’ events, along with the color palette, using the red “judiciously” to liven the pages up but not overpower the imagery.
The challenge was that the photography, while excellent in some instances, was not as dynamic as I would have liked. Previous sessions had taken place in hotel ballrooms, with black curtains as the back drop and little to liven up the spaces.
The solution we landed on was to use a color overlay for the home page banner image and to use black and white cutouts accompanied by an eye-catching red circle throughout the rest of the site. The end result was a clean and stylish site with pops of energetic red, lots of white space, and excellent typography.
