The challenge: the client is launching a new residential home mortgage lending company focusing on a specific niche of loan products, but in a highly competitive US city. He wants to appear contemporary and trustworthy, yet not too flashy and “millennial” with his design and branding. His target clients are affluent executives and investors in their 40s-60s.

The solution: minimalist web design and color palette, with clean but modern typefaces (Trajan Pro and Open Sans). Geometric shapes, icons and lines will be used throughout the site in lieu of stock photography.

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