The style took a calming and cheerful approach, using the main brand colors in tints and gradients and using the expanded color palette in charts and graphs. I introduced gradients into the call-to-actions to celebrate and represent the merger. The most exciting concept was using subtle scrolling gradients as a means of way-finding, also serving as a visual cue that the customer is advancing in the digital space.
The graphic elements thoughtfully make complex ideas and concepts more understandable, whereas photographic images sometimes cannot. They are intended to be used to enhance and complement text-based communication, connect with our users, and visually communicate conceptual ideas such as growth, customized solutions, protection, and investment.
I developed a guide so that new graphic elements can be seamlessly added to the collection as needs arise.
