FSP Initiative – Website Redesign and Branding Update

The FSP Initiative recently refreshed their branding and their website in partnership with Clarity. The initiative, which seeks to increase diversity in the Chicago-area financial services sector, worked closely with Clarity to align their visual brand and online presence with their targeted audiences to increase their already substantial impact.
Clarity’s creative services began with the development of a new logo and visual brand. During the discovery phase, Clarity worked collaboratively with FSP to understand the organization’s goals. The branding process included the utilization of “mood boards” – groupings of images, colors and ideas – to establish FSP’s desired look and feel. With this strategy, Clarity was able to work more efficiently and provide accurate design from the start. Clarity’s additional creative services included new designs for FSP’s marketing collateral, annual report and email templates in MailChimp. This ensures that FSP’s messaging is consistent and reinforced, regardless of the communication channel being used.
In anticipation of FSP’s 5th Annual Summit, a gathering of financial services industry leaders from across the Chicago region, FSP and Clarity made a strategic decision to modify the original project plan and launch the refreshed site ahead of schedule. This flexibility gave FSP a platform to introduce the new website and highlight improvements to a larger audience at the summit. The refreshed website featured a full redesign, utilizing the updated visual brand throughout the site. Clarity also refactored the existing WordPress website in order to provide increased flexibility for FSP administrators to create a variety of content pages with different layouts.