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scotthillDesign Specialties: Graphic Design, Web Design, Print Design, Design strategy, branding and identity, UI design, interaction design, human-centered design, interactive application design, typography, information architecture, usability.

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The Cardinal Financial Group is committed to helping you pursue your long-term financial goals. As specialists in retirement planning and estate conservation, they can help you answer the questions you may have about your financial future.

Cardinal Financial Group Website Case Study


Cardinal Financial Group



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CFG Identity



2006 – 2009

Project Objectives

The Cardinal Financial Group (CFG) required a complete company branding including creation of the company logo, stationary, business cards, website header and misc site graphics. The digital brand identity for the CFG will reflect their strengths in all areas of financial management, from investment and retirement planning to risk management and estate conservation. The CFG brand will be carried through the website and all identity materials with the use of design principles and methodologies to convey a positive meaning for the users.

The Vision

The approach to the CFG brand is to reflect the business and financial goals they can provide their clients with valuable information for evaluating their current position and how to progress to a profitable future.

The CFG brand and design needed to translate into the international marketplace as well as the local market. Certain factors come into play with regards to protocol when taking this into consideration. Colors and symbols have different meanings in some cultures. These nuances need to transcend the visual design and influence the way the brand message is translated into a successful user experience. Our methodology is a user centered design approach that can ensure a winning translation for the Cardinal Financial Group brand.

My Role

I worked directly with the client to gather information, brainstorm ideas and understand the overall CFG objectives and business needs. I applied this information to the design of the CFG brand for the website and business identity. As the Creative Lead I ensured the brand was applied to all CFG collateral in a consistent manner. I provided the client with all final print documents, website graphics and logos in various formats for use in marketing the CFG brand and business. My attention to detail helped to ensure the best quality work on all areas of the project and allowed me to create high quality work products and deliverables which resulted in the successful design and application of the CFG brand. My understanding of the client requirements and ability to apply them to the company branding and manage creative solutions resulted in a satisfied client.

Responsibility Overview

Creation of Company Branding, Logo and Stationary.

Creation of graphics for the website including the following:

  • Site header and branding
  • Misc graphics for use in the content area of the site

Manage the design and development of graphics for the website and branding solutions to ensure consistency throughout all mediums.

Maintained administrative tasks to ensure the budget, deadlines and project plan was followed accordingly.

Facilitate creative reviews for client approval.

Successfully integrated the digital brand for CFG website and company identity.

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