Digital Experience Design
Carlos Abadi Financial Advisory
Brand strategy and digital experience design for a financial advisory firm — repositioning the brand and building a premium web presence.
Facing a high bounce rate and difficulty communicating with its professional B2B audience, DecisionBoundaries managing director Carlos Abadi tasked us with developing a new digital communications strategy and implementing it with a new web presence.
We initiated a UX audit to discern areas responsible for site abandonment, then designed messaging architecture around the core pillars of expertise and innovation — with the creative vision of Clarity in Complexity.
Intake
DecisionBoundaries, run by former Roubini Global Economics board member Carlos Abadi, required a coordinated vision to appeal to hedge fund managers, bankers, law firms, and large corporations.
The existing website lacked a unifying focus and overloaded users by telling the entire narrative at once, rather than doling out small, digestible bites.
Process
Our strategy was to communicate clearly around the core pillars of expertise and innovation.
Focus was spent simplifying onsite content while balancing simplicity against the need to convey a strong sense of industry expertise.
“Clarity in Complexity — the creative vision that guided every page, every interaction, and every word on the new DecisionBoundaries digital experience.”
Vision
A new creative vision forged around Clarity in Complexity was the establishing theme, with conceptual links forged in design, copy, and the broader digital experience.
Graphic assets like the hero block used a complex maze with a clear route out, leading to a contact form — communicating the brand narrative textually and visually.
UX Mockups
Homepage, leadership, vision, and service page mockups developed for DecisionBoundaries' financial advisory audience.
Execute
We included distinctive logos of well-established firms and membership associations to establish external validation and overcome skepticism from lack of name recognition.
New pages for Litigation Support, Financial Engineering, and Creditors' Advisory were created to clearly express DecisionBoundaries' value proposition.
“Ink, Inc. understood the nuance our financial advisory practice required — translating complex expertise into a clear, premium digital experience for a highly discerning audience.”
Carlos Abadi
Managing Director, Decision Boundaries
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