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Cabinet IGC: art direction, design and WordPress website for a wealth management and new-build property firm

Cabinet IGC is an independent wealth management firm that brings together, under one roof, a family office and expertise in new-build property: buying a main residence or investing in rental property on one side, savings, tax, retirement and estate planning on the other, from individuals to business owners. The firm relies on a network of agencies and is developing a franchise.

Cabinet IGC entrusted Gemeos, a web agency for finance, with the look & feel of its new website around its existing identity, the design of every page, their development and their SEO.

MacBook Pro open on the Cabinet IGC home page, “One firm to grow all of your wealth”

Bringing two businesses together under one brand

Cabinet IGC supports its clients in two areas that rarely meet: buying a new-build home, to live in or to let, and wealth management, from savings to estate planning. The site had to present both divisions without setting them against each other, speak as well to a first-time buyer as to a business owner, and make room for the agency network and future franchisees.

Gemeos explored four look & feel directions around the existing logotype, then designed every page of the site: three home pages, the new-build property and wealth management universes, the executive and family office pages, the simulators, resources, agencies and the franchisee area, then developed the site on WordPress with a custom theme and laid its SEO foundations.

Industry
Finance
Real Estate
Services
Artistic Direction
UX/UI Design
Development
SEO
The four look & feel directions explored for Cabinet IGC, cascading on a beige background

Look & Feel

An existing identity, four ways to bring it to life

Cabinet IGC already had its logotype: “CABINET” in grey capitals above a wide, geometric black “IGC”. The look & feel starts from this base without touching it and looks for the universe around it: colours, typefaces and images that convey both the rigour of a family office and the warmth of a property project.

Each direction is judged on real pages, the new-build property home page and the wealth management home page, with the same structure: hero, key figures, service cards, reviews and frequently asked questions. That way, directions are compared, not isolated boards.

The final mockups follow the family of the first direction: a midnight blue (#0D014D) for headings and buttons, a beige (#E9E4DF) and an ivory (#FFFEFA) for backgrounds, a gold (#B6975D) for highlighted surfaces. Headings are set in Neue Haas Grotesk Display in a light weight, body text in Libertinus Serif: a contemporary grotesque and a reading serif, for a tone that is both modern and composed.

  • Cabinet IGC logotype: “CABINET” in grey capitals above “IGC” in black, on a beige background
  • Cabinet IGC palette: midnight blue, gold, beige, ivory and the logotype's grey
  • Typefaces: Neue Haas Grotesk Display for headings, Libertinus Serif for body text
  • Palettes of directions 1 and 2: midnight blue, sky blue and beige on one side, cream, greige and brown on the other
  • The Cabinet IGC logotype in ivory and grey on midnight blue
  • Gradient cards from direction 1.3: reduce my taxes, grow my savings, prepare my retirement

  1. Direction 1.1 - Sky blue

    Ivory background, light grotesque headings, sky blue buttons and luminous gradient images. The first screen pairs a portrait, a gradient image and the division's key argument, followed by the key figures and a gradient card for each commitment.

  2. Direction 1.2 - Gold

    The same structure, with gold buttons: midnight blue stays reserved for headings and navigation, gold signals actions. The gradient cards shift to warmer copper and golden tones.

  3. Direction 1.3 - Midnight blue and gold

    Buttons go back to midnight blue and gold becomes a surface: the savers card and the figure highlighted in the hero sit on a flat gold background. It is the direction closest to the final mockups.

  4. Direction 2 - Brown

    A more editorial direction: a dark full-image hero, headings in Azurio, body text in DM Sans, and a cream, greige and deep brown palette. Sections alternate dark, cream and brown backgrounds.

Direction 1.1, Sky blue: new-build property home page on an ivory background and the “Real-time stock” gradient card
Concept 1
MacBook Pro open on Cabinet IGC's Family Office page, on a meeting table

Web Design

Two entry points, one firm

The main home page sets out the promise “One firm to grow all of your wealth” and opens two doors: new-build property and wealth management. Each universe then has its own home page, followed by pages by need and by profile, with an appointment or a simulation offered all along the way.

PageWhat it does for the visitor
Home pagesA main home page that points to the two divisions, then a home page per universe: new-build property and wealth management
New-build propertyBuying a main residence, investing in rental property, browsing new developments and their detailed pages
Savings & retirementReducing taxes, growing savings, preparing for retirement, other investments: one page per goal
Business ownersOptimising remuneration, structuring a group, protecting one's family and business, selling and passing on the business
Family OfficeA page dedicated to supporting complex estates
SimulatorsZero-interest loan, borrowing capacity and monthly repayments, reduced VAT, compound interest, inheritance and gift duties, Lombard loan
ResourcesBlog, guides and glossary, with their article, definition and author pages
AgenciesThe agency network, then a page per agency
FranchiseesAn area for future franchisees: home, new-build property and wealth management
Contact & appointmentsContact form and booking an appointment with an adviser

The same building blocks recur from one page to the next: an image hero, a figures banner, gradient service cards, profile cards, frequently asked questions in an accordion on a gold background, a banner inviting visitors to book an appointment. They are organised in a UI Kit, so that a new page can be assembled without going back to design.

  • The site's three home pages: main home page, new-build property and wealth management
  • New-build property and Wealth management cards on the main home page
  • Buy my main residence and Invest in rental property pages
  • Profile cards: “You save and want to go further” and “You run a company or manage a complex estate”
  • Frequently asked questions on the Business owners page, the open question on a gold background
Pro Display XDR open on Cabinet IGC's Support for business owners page

WordPress Development

A custom WordPress theme that the firm's team runs on its own

The site is built on WordPress with a custom theme written in PHP, with no page builder or off-the-shelf theme: each template from the mockups (home pages, universes, executive pages, simulators, resources, agencies) has its own pixel-perfect template.

Content is managed from the WordPress admin, through blocks designed for each type of page: the firm's team publishes an article, a guide or an agency, and updates an offer or a key figure without touching the code or breaking the layout.

The code is light and maintainable: a theme with no unnecessary dependencies, images served in the right format, a small number of plugins, each chosen for a specific need. The site stays fast, secure and easy to update.

  • Franchisee area: conditions for opening a franchise and the new-build property page
Our wealth management agencies page and an agency page

SEO

Solid foundations to be found on wealth management and new-build property

SEO is built in from development: a clean heading hierarchy on every template, readable URLs, a title tag and meta description editable page by page, and an up-to-date XML sitemap.

Each page answers a specific search: one universe per business (new-build property, savings and investments, executives and family office), one page per agency and resources (guides, glossary, articles) that answer the questions of savers and buyers.

  • Savings & Retirement, Business owners and Family Office pages

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