Veritas Private Advisors
Through improved navigation & layout, a
financial site better connects with its core.
Kinesis
Art director: Shawn Busse
Designer: Michelle Cheney
Programmer: Jade Faist
Client: Veritas Private Advisors
Contact: www.kinesisinc.com
541.482.3600
When redesigning the Veritas site, Portland design
firm Kinesis faced a real challenge: The financial
services industry is traditionally quite conservative
and filled with clichéd or dated designs. “With
millions of dollars flowing through companies like
Veritas, many of these businesses are plagued by
gimmicky sites and predictable graphics,” explains
Kinesis’ Shawn Busse.
“Fortunately, Veritas understood the value that
good design brings to business. Working together, we
crafted a brand and website design that matches their
sophisticated financial acumen,” says Busse. “When
working with a client, Kinesis is a big proponent
of the power of symbolism, colors and metaphor
that design conveys to viewers. What makes the
Veritas site successful is that the imagery graphically
communicates a feeling of financial success without
resorting to clichés and images that are overused
and unremarkable.”
Busse says Kinesis holds initial meetings with
clients to assess objectives and specific marketing
goals. “Once we’re clear on our clients’ needs, our
team explores a number of design ideas and concepts,
working from sketches and photo ‘mood
boards.’ Because of our process, the design of the
website came naturally as an extension of the Veritas
brand,” explains Busse.
“Because of the age of many of Veritas’ clients,”
says Busse, “it was imperative that the site worked
in most browsing environments. While we considered
Flash as a platform, we determined that this
would be too much of a barrier to client interaction.
Traditional HTML and CSS provides a strong
foundation for the Veritas website. It’s search engine
friendly, easy to navigate and simple to update.”
The Veritas logo is typically printed using a foil
stamp on linen paper, which is both contemporary
and sophisticated. The website carries this through
with its clean, elegant, understated look and feel.
