With the content and layout in place, we set about crafting the site's emotional appeal. Prospective clients visit the site with a specific vision of their financial future in mind, so our design had to cater to the mindset. Screen-width banners depicting sailing retirees helped set the right tone. Quality photos of satisfied clients, along with bold icons, added vibrancy to the text. The re-worked visual branding provides the right mix of lifestyle appeal and corporate tone.