SM Carlton Advisory

Creating a brand identity and designing and launching a website for an independent financial advisor
High-fidelity mockups of the SM Carlton Advisory website
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SM Carlton Advisory is a Registered Investment Advisor based in NYC. As a newly incorporated company, they brought me on board to create a brand identity and launch their online presence.

To begin, I met with the Founder and Chief Investment Officer of the organization to establish the objectives and scope of the project.


Define the SM Carlton Advisory brand and launch a website to establish presence and legitimacy for prospective and existing clientele.


Prospective, new, and existing clients must have the ability to:

• Learn more about SM Carlton Advisory
• Contact the company
• Read quarterly blog posts written by the company founder. 


Logo design, style guide, competitive analysis, clickable prototype, deployed website


September-December 2020

Defining the SM Carlton Advisory brand with a new logo design and style guide creation

Early logo sketches
Logo refinements for client feedback

I dedicated the first few weeks of the project to defining the SM Carlton Advisory brand by creating a logo and style guide. The client wanted the brand to feel trustworthy, honest, and dependable. Green was chosen as the primary brand color because it conveys a sense of security and balance, which is important for a financial services company.

View Style Guide

Creating content, defining the site's information architecture, prototyping in Figma and deploying the site with Webflow

Designing the website from scratch required close collaboration with the client to define the content and requirements. We met bi-weekly throughout the project to discuss progress, obstacles, and updates.

Website wireframe sketches
Digital wireframes for lo-fi Figma prototype
View Lo-Fi Prototype

The last month of the project was dedicated to building the site using Webflow, testing it with potential users, and iterating on client feedback prior to launch.

SM Carlton Advisory's website on mobile after launch
View Live Site

Project outcomes

• Site launched before the end of 2020!
• Client was happy!
• Learned some new tricks in Webflow and developed a more streamlined site build process

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