Life Goals – Raymond James
The Life Goals experience was designed to make financial planning feel approachable and relevant for a younger audience by transforming traditionally complex financial topics into an engaging, interactive digital journey. Rather than relying on static content, the site used animation, storytelling, and intuitive navigation to encourage exploration while reinforcing Raymond James’ client-first philosophy and focus on helping individuals achieve their personal goals.
Year
2017
Disciplines
Art direction
Website design
Strategy
2017 Silver Addy Award
As Art Director, I established the visual direction for the experience, creating a modern, approachable interface that balanced Raymond James’ established brand with a more youthful and engaging digital aesthetic. Clean typography, bold imagery, and thoughtful motion design were used to simplify complex concepts while maintaining the trust and professionalism expected of a financial services brand.
The user experience was intentionally designed to feel fluid and interactive. Carefully choreographed transitions and animated storytelling guided visitors through content in a natural sequence, increasing engagement without overwhelming the user. I collaborated closely with a developer to implement advanced front-end animations, ensuring that the visual design translated seamlessly into a polished, high-performance web experience.
From a technical perspective, the project emphasized responsive design, performance optimization, and animation techniques that enhanced usability rather than distracting from the content. Every interaction was created with purpose, reinforcing key messaging while making the educational experience memorable and enjoyable.
The project was recognized with a 2017 ADDY Award, highlighting the successful combination of creative direction, interactive design, and technical execution. It remains a strong example of how strategic art direction and collaborative development can transform complex subject matter into an award-winning digital experience that strengthens brand perception while improving user engagement.