In early 2022 I was contracted to design the brand strategy behind a new finance firm in Florida, Grayton Beach Capital. A modern investment firm, they focused on emerging technology investments, such as cryptocurrency and AI.
The challenge behind the branding for GBC was trying to design a modern brand that appealed to an older demographic. The target customer was 45+, and had a net worth of at least $500,000. The brand had to be luxurious, sleek, but at the same time, easy for an older generation to relate to.
I decide the best strategy for GBC would be to focus on the retirement aspect of the financial market. The location of Grayton Beach was a perfect asset to incorporate into the brand story, painting a picture of relaxing on the beach after retiring. Robert, the founder of GBC, also helped with bringing a knowledgeable, helpful tone to the brand with his decades of experience on Wall Street.
The result was harmony between a modern, tech focused firm, and a casual, trusted advisor. I designed the core message to be one of trust, in that clients could relax and enjoy their day at the beach, while they trusted the GBC team to handle their investments.
While designing their website, I leaned heavily into the minimalist styling seen at most cryptocurrency firms. The clean layout and easy user flow stood in stark contrast to the confusing and often “scammy” feeling of many financial firms.
Grayton Beach Capital launched in summer of 2022.
Client
Grayton Beach Capital
Date
May 15, 2022
Platform
WordPress | Adobe
Services
- Brand Strategy & Identity
- Graphic Design
- Web Development
- Content Creation