Abacus Wealth
About
Abacus Wealth Partners is a progressive financial advisory firm built on the belief that financial planning should create more freedom—not more stress. With a focus on aligning money with values, Abacus helps individuals, families, and businesses live with intention, steward their wealth responsibly, and expand what’s possible for themselves and their communities. Their approach blends fiduciary expertise with a genuine human touch, guiding clients toward a more mindful relationship with money.
Capabilities
Brand Strategy,
Digital Strategy,
Web Design,
UI/UX Design,
Art Direction
Partners
Angie Webb,
Abacus Leadership Team
The Challenge
Abacus and Angie Webb came to me with a vision to make financial planning not just accessible, but attractive—especially to groups who often feel unseen or intimidated by the industry: minorities, young millennials, and first-time investors. Angie, wanted to reimagine how financial wellbeing could be communicated through design—less Wall Street, more whole person. The challenge was to craft a digital presence that reflected both the intellect and empathy at the heart of their brand, while simplifying complex services into a relatable and inspiring experience.
The Solution
I started by leading Abacus through a series of brand strategy and digital workshops to uncover the emotional core of their brand—who they serve, what they stand for, and how they want people to feel when interacting with them.
From those insights, I built a refreshed brand system and UI/UX foundation that reflected clarity, calm, and warmth. The visual identity evolved around modern typography, a balanced and approachable color palette, and a design language that communicated trust without rigidity.
On the UX side, I restructured the site architecture to create intuitive paths for discovery. Financial topics can easily overwhelm people, so I focused on simplifying the flow—introducing conversational copy, clear content hierarchy, and gentle transitions that encouraged exploration. The interface became a quiet guide, not a billboard.
The goal was simple but profound: to help people feel good engaging with their financial future. The site needed to invite users in, build trust through transparency, and empower them to explore without fear or friction. Every design choice—from microinteractions to imagery—was made to reinforce that sense of ease and possibility.
The highlight lies in the balance of clarity and empathy. Abacus’s site doesn’t just inform—it guides. Subtle animations, human-centric imagery, and storytelling-led content work together to shift the perception of wealth management from cold and transactional to compassionate and empowering. It’s a living example of how design can make even the most complex topics feel approachable, meaningful, and worth engaging with.
The Value
For Abacus, this redesign was about more than aesthetics—it was about alignment. The new brand and website captured the company’s real personality: intelligent, empathetic, and purpose-driven. It created a seamless bridge between how Abacus operates internally and how it shows up externally.
It also gave their team a scalable design system and a stronger strategic foundation, helping everyone—from marketing to advisors—communicate with greater consistency and confidence.
Abacus Wealth
About
Abacus Wealth Partners is a progressive financial advisory firm built on the belief that financial planning should create more freedom—not more stress. With a focus on aligning money with values, Abacus helps individuals, families, and businesses live with intention, steward their wealth responsibly, and expand what’s possible for themselves and their communities. Their approach blends fiduciary expertise with a genuine human touch, guiding clients toward a more mindful relationship with money.
Capabilities
Brand Strategy,
Digital Strategy,
Web Design,
UI/UX Design,
Art Direction
Partners
Angie Webb,
Abacus Leadership Team
The Challenge
Abacus and Angie Webb came to me with a vision to make financial planning not just accessible, but attractive—especially to groups who often feel unseen or intimidated by the industry: minorities, young millennials, and first-time investors. Angie, wanted to reimagine how financial wellbeing could be communicated through design—less Wall Street, more whole person. The challenge was to craft a digital presence that reflected both the intellect and empathy at the heart of their brand, while simplifying complex services into a relatable and inspiring experience.
The Solution
I started by leading Abacus through a series of brand strategy and digital workshops to uncover the emotional core of their brand—who they serve, what they stand for, and how they want people to feel when interacting with them.
From those insights, I built a refreshed brand system and UI/UX foundation that reflected clarity, calm, and warmth. The visual identity evolved around modern typography, a balanced and approachable color palette, and a design language that communicated trust without rigidity.
On the UX side, I restructured the site architecture to create intuitive paths for discovery. Financial topics can easily overwhelm people, so I focused on simplifying the flow—introducing conversational copy, clear content hierarchy, and gentle transitions that encouraged exploration. The interface became a quiet guide, not a billboard.
The goal was simple but profound: to help people feel good engaging with their financial future. The site needed to invite users in, build trust through transparency, and empower them to explore without fear or friction. Every design choice—from microinteractions to imagery—was made to reinforce that sense of ease and possibility.
The highlight lies in the balance of clarity and empathy. Abacus’s site doesn’t just inform—it guides. Subtle animations, human-centric imagery, and storytelling-led content work together to shift the perception of wealth management from cold and transactional to compassionate and empowering. It’s a living example of how design can make even the most complex topics feel approachable, meaningful, and worth engaging with.
The Value
For Abacus, this redesign was about more than aesthetics—it was about alignment. The new brand and website captured the company’s real personality: intelligent, empathetic, and purpose-driven. It created a seamless bridge between how Abacus operates internally and how it shows up externally.
It also gave their team a scalable design system and a stronger strategic foundation, helping everyone—from marketing to advisors—communicate with greater consistency and confidence.
Abacus Wealth
About
Abacus Wealth Partners is a progressive financial advisory firm built on the belief that financial planning should create more freedom—not more stress. With a focus on aligning money with values, Abacus helps individuals, families, and businesses live with intention, steward their wealth responsibly, and expand what’s possible for themselves and their communities. Their approach blends fiduciary expertise with a genuine human touch, guiding clients toward a more mindful relationship with money.
Capabilities
Brand Strategy,
Digital Strategy,
Web Design,
UI/UX Design,
Art Direction
Partners
Angie Webb,
Abacus Leadership Team
The Challenge
Abacus and Angie Webb came to me with a vision to make financial planning not just accessible, but attractive—especially to groups who often feel unseen or intimidated by the industry: minorities, young millennials, and first-time investors. Angie, wanted to reimagine how financial wellbeing could be communicated through design—less Wall Street, more whole person. The challenge was to craft a digital presence that reflected both the intellect and empathy at the heart of their brand, while simplifying complex services into a relatable and inspiring experience.
The Solution
I started by leading Abacus through a series of brand strategy and digital workshops to uncover the emotional core of their brand—who they serve, what they stand for, and how they want people to feel when interacting with them.
From those insights, I built a refreshed brand system and UI/UX foundation that reflected clarity, calm, and warmth. The visual identity evolved around modern typography, a balanced and approachable color palette, and a design language that communicated trust without rigidity.
On the UX side, I restructured the site architecture to create intuitive paths for discovery. Financial topics can easily overwhelm people, so I focused on simplifying the flow—introducing conversational copy, clear content hierarchy, and gentle transitions that encouraged exploration. The interface became a quiet guide, not a billboard.
The goal was simple but profound: to help people feel good engaging with their financial future. The site needed to invite users in, build trust through transparency, and empower them to explore without fear or friction. Every design choice—from microinteractions to imagery—was made to reinforce that sense of ease and possibility.
The highlight lies in the balance of clarity and empathy. Abacus’s site doesn’t just inform—it guides. Subtle animations, human-centric imagery, and storytelling-led content work together to shift the perception of wealth management from cold and transactional to compassionate and empowering. It’s a living example of how design can make even the most complex topics feel approachable, meaningful, and worth engaging with.
The Value
For Abacus, this redesign was about more than aesthetics—it was about alignment. The new brand and website captured the company’s real personality: intelligent, empathetic, and purpose-driven. It created a seamless bridge between how Abacus operates internally and how it shows up externally.
It also gave their team a scalable design system and a stronger strategic foundation, helping everyone—from marketing to advisors—communicate with greater consistency and confidence.
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