Gainline

Gainline website redesign

Modernizing a legacy financial brand through content, design, and AI-powered strategy.

Background

Role
Content strategist, UX writer, designer (solo project, end-to-end)

Goal
Translate a relationship-first, fiduciary-driven brand into a modern digital experience.

Stakeholders
Gainline Financial Partners

Overview

Gainline Financial Partners is a modest wealth management firm serving families, ambitious professionals, and entrepreneurs. While the firm had evolved significantly in its philosophy, culture, and client relationships, its website no longer reflected who they were or how they worked.

Impact snapshot
  • Voice and tone framework to balance professionalism with warmth and humanity.
  • Restructured service hierarchy so prospects could understand what Gainline offered.
  • SEO-integrated content strategy for discoverability by high-intent audiences.
  • End-to-end ownership of content, design, and development for faster iteration.

The challenge

Gainline's legacy website struggled to represent the firm's current values and way of working. We needed to address:

  • Corporate tone that didn't reflect the firm's warmth or relationship-first approach
  • Unclear service structure that left prospects guessing what Gainline actually offered
  • Major internal shifts in structure and culture that weren't visible online
  • Outdated visual style that felt slightly rigid and corporate
  • Poor SEO visibility, limiting discovery by high-intent audiences

The approach

I led the project from strategy through launch—content, design, and development. Here's how I approached it.

Goals and objectives

This project focused on translating a relationship-first, fiduciary-driven brand into a modern digital experience that felt clear, credible, and human, while also improving usability and search visibility. The redesign focused on four core objectives:

  • Clarity — Communicate complex financial topics in plain, accessible language
  • Tone balance — Maintain professionalism while introducing warmth and humanity
  • Modernization — Refresh visual design to reflect current firm culture
  • SEO improvement — Improve discoverability for high-value, relevant search terms
Voice and tone framework

Consistency and trust across the site. I established a clear voice framework:

  • Professional and trustworthy — Fiduciary-first clarity and transparency
  • Empathetic and family-oriented — A multi-generational, relationship-driven approach
  • Ambitious and inspired — Speaking to driven professionals and entrepreneurs

Establishing the right voice required iteration. Early concepts focused on reassurance and clarity; stakeholder feedback and persona validation led the tone to more directly reflect Gainline's fiduciary values and clients' emotional needs. Each iteration refined the language, clarified the value proposition, and moved closer to how Gainline presents itself in real client relationships: confident, transparent, and deeply personal.

CTA iteration
CTA iteration
CTA iteration
CTA iteration

Working iterations of the CTA that appear after the home page hero.

Outcome: Voice aligned with Gainline's fiduciary values and real client relationships—confident, transparent, and deeply personal.

Planning powered by AI

AI as strategic collaborator. I used AI throughout the project to manage planning, research, and iteration end-to-end:

  • Persona definition and messaging validation
  • SEO keyword research and prioritization
  • Service structure and page hierarchy
  • Drafting and refining copy aligned to tone goals
AI process and SEO documentation

WIP persona and SEO documentation. ChatGPT helped accelerate SEO keyword testing in development.

Outcome: This approach accelerated research, surfaced blind spots early, and allowed for a greater focus on voice, experience design, and strategic decision-making.

Content strategy and SEO

SEO integrated from the start. Key efforts:

  • Targeted keyword strategy — fiduciary advisor, family wealth management, comprehensive financial planning
  • Rebuilt information architecture — Home → Services → How It Works → About
  • Page-specific copy aligned to persona needs and SEO intent
Homepage iteration

Homepage iteration work.

Outcome: The homepage now clearly introduces services and provides defined paths for deeper exploration.

Explore the redesigned hero—click the numbers to see key content and design decisions.

Gainline redesigned hero
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Service structure redesign

Clear, intuitive categories. Services were restructured to reflect how clients think about their financial lives:

Each service area operates independently while reinforcing a cohesive, holistic planning philosophy.

Home page overview

Home page services: Financial planning, Investment management, Coaching and support

Financial planning

services

Financial planning

Investment management

services

Investment management

Coaching and support

services

Coaching and support

Outcome: Services are now organized around how clients think about their financial lives—making it easier for prospects to find what they need.

Design and development

End-to-end ownership. I owned both design and development so content, visuals, and functionality worked together seamlessly. This allowed the client to feel in control and heard throughout the process.

  • Color palette — Reduced heavy blues, emphasized gold accents for warmth
  • Typography — Lato for body, Playfair for headers
  • Layouts and navigation — Improved clarity and accessibility
  • Figma + WordPress — Designed in Figma, built in WordPress

Outcome: A cohesive visual system that reflects the firm's warmth and professionalism—and a site the client could confidently maintain.

Compare: Legacy vs. Redesign

The transformation in tone, structure, and clarity. Drag the handle left to reveal the legacy site, right to reveal the redesign.

Legacy home page (before)
Updated home page (after)

Key learnings

AI as collaborator

Using AI for planning, research, and iteration enabled deeper focus on voice development and experience design—not just execution.

End-to-end ownership

Owning content, design, and development led to faster iteration and stronger consistency across the experience.

Voice builds trust

Clear, human language in financial contexts increases confidence and engagement—especially for relationship-driven firms.

Respecting legacy brands

Modernizing a legacy brand required care and restraint—evolution, not disruption.

Why this work matters

This project delivered measurable value for Gainline and demonstrates how content strategy, design, and voice work together in product and platform contexts:

Reflects who Gainline is

The site now embodies the firm's warmth, fiduciary values, and relationship-first approach—online at last.

Clear paths for prospects

Restructured services make it easier for visitors to understand what Gainline offers and how to connect.

Better discoverability

SEO strategy helps high-intent audiences find Gainline when they're actively searching for fiduciary advisory services.

Sustainable for the client

A cohesive system the client can confidently maintain and evolve as the firm grows.

Related

Explore the live site and design process for this project.

See the live website View before/after in Figma
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