CLIENT: Tridian/Sequoia Financial
PROJECT: Site Design

Sequoia Financial Home Page

Sequoia Financial approached Tridian with a challenge: how to make a collections agency (which has very strong connotations and associations for consumers) seem new, warm, and friendly? What’s more, how do you do that without undermining the integrity and strength that people expect from collections agencies? This design reflects my take on it. I tried to emphasize the sequoia tree’s associations with strength and grandeur while calming everything down with friendly greens and “friendlier” typography. Another thing: Sequoia specifically requested doing something unusual with their main navigations, which is how I ended up using it to bisect the content area of the page. Personally, I like how it forms a “pillar” in the middle without getting in the way of the content to the right and the left of it.