First Choice PMB

Client: First Capital Mortgage

Project Type: Corporate Website

Responsible For: Art Direction, Information Architecture

Software Used:
-Photoshop
-Illustrator

As part of my employ at First Capital Mortgage, I had an opportunity to create the web interface for their new Private Mortgage Banking divsion, First Choice. The goals were to present a look and feel consistent with the current brand, while making all of the information on the site immediately accessible within three clicks from the home page. The site also had to appeal to the high-end homebuyer demographic, a consumer group with very refined standards.

I used variations on the brand’s established color scheme of navy and steel to create a soft, elegant feel with a complementary deckled edge on the background to add a sense of texture, almost as if the site was an exclusive invitation. Pictures of high end homes were included in each section to add visual support to the company’s message. Script fonts for the headers and a few decorative flourishes and drop shadows were added to complete the effect.

The site structure includes several informational sections, a contact form, a news section, an agent roster, and an online application form.