ASSIGNMENT:  Brand Development & Website Redesign
ROLE:  Creative Director

The Hartford Funds needed a redesign of their digital landscape. Upfront research determined that the core audience viewed The Hartford Funds more as an insurance company rather than a financial institution. This view was due to the inherent association with their parent company, The Hartford. This information led the team to not only redesign the look and feel of the website, but also revamp the overall Hartford Funds brand. Being a web site that is all about financial information, we made the content the primary focus of the experience with the human element acting as a partner to enhance the visual brand. An updated identity and revised brand palette helped give the company their own look, shifting the focus back to the vibe of the financial industry.