A Reverse Mortgage Provider

This site was designed for a San Diego provider of the Reverse Mortgage, a home equity loan product for seniors.  It is a simple site, yet has to deliver its message with credibility and clarity.  And the audience is not likely to be the customer.  The advice on the site is intended for seniors, the children of seniors, and financial advisors to seniors — the latter two groups being the primary opinion leaders for seniors who opt for this financial product.

The look and feel of the site is one of credibility, clarity and integrity.  The nature of the audience clearly dictates intuitive navigation, using blue, the color most people are used to.  The choice of a muted light purple color was to convey expertise in a complex subject.