“Financial planning at every stage of life” was both the company’s value proposition and a provocative design challenge for the new website: three distinct audiences with different age-related needs. Our smartly-placed navigation elements elegantly directed each market group to the relevant content. Then, customized to each audience but maintaining overall brand consistency, we evoked feelings of familiarity and security through comforting, age-appropriate imagery coupled with warm (yet professional) copy in a conversational tone.