First Financial

Client: First Capital Mortgage

Project Type: Corporate Website

Responsible For: Art Direction, Information Architecture

Software Used:
-Photoshop
-Illustrator

First Capital is one of the largest mortgage lenders serving the Southern California area. As part of the First Capital Marketing Dept., I had an opportunity to do a complete redesign of their corporate website (which had been long overdue). The goals were to create a vibrant and inviting interface, while making a wealth of information clear and easy to read. The target audience was the Southern California homebuyers market, which is a broad grouping that cross-cuts a wide range of demographics.

Due to the broad nature of the target audience, I chose to go with a look and feel that would appeal to anyone living in the Southern California area. The contrast between the navy and lime green is a natural attention-grabber and photos of several well-designed interiors create the sense that it is not so much a large Mortgage firm as it is a friendly neighbor inviting you into their home. The final result is cheerful, open, and inviting, imitating the attributes that a homebuyer is liekly looking for in their new property.

The site structure includes two mirrored sites with slight variations in branding and information for seperate geographical markets (First Capital serves the Southern California Area while First Financial serves Los Angeles and surrounding areas). The site consists of a number of informational sections, several contact forms and online mortgage applications as well as online calculators, forms and other consumer tools, and an agent roster divided by division.