Our work on Hockeystick earned us a recommendation that led Firepower Capital to us. A bustling private capital and investment firm that managed all manner of mergers and acquisitions that had an abysmal website and an a very dated looking logo really needed a website that worked for them. They had gone through four websites in as many years, and were really looking for a team that could translate their pitch into a customer journey that led them right to where they needed to go.
Refresh or Rebrand
Working with Simplicate interactive, I mocked up a few designs and, at the same time offered them a simple brand refresh. After showing them some examples, it quickly turned into a whole brand facelift. We worked through a number of designs, but we eventually settled on something that really evoked power and authority, built off their original brand, and reflected both their power and passion, while balancing it out with a simplicity and efficiency that they wanted to convey as financiers.
More than just a Website
Firepower’s original website was information heavy without thoughtful organization. Everything a potential client needed was realistically on the website somewhere – but it was either linked so deep it was impossible to find, buried in repetitive jargon, or was just buried in verbose language. Whomever the previous developers were, they had made little effort to dissect the information and had simply dumped what Firepower had given them into a template and called it a day. Steve and I looked at their information and marketing materials and devised a way to organize that information into client needs, and then organized those needs into an information journey that allowed a potential client to learn what they’d need to without having to look hard for it, and be led into making a call to Firepower.
Firepower is a great example of how a copywriter can make a huge difference in content. Often with specialty industries like finance, it’s easy for the experts to get bogged down in their own industry specific speak. Which is fine if you’re working with other people that think and speak the same way as you do. But if your business is helping to guide other people through your business, that language needs to be modified to avoid talking down to someone with jargon, and be able to explain concepts simply and directly in an easy to understand manner – and that’s what we did here.
