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SD Finance x Gemeos

Branding, art direction, UX/UI, and Webflow development for SD Finance (SD Patrimoine & Finance), a wealth management advisory firm.

Laptop showing SD Finance's dark homepage with the headline "Construisez et transmettez votre patrimoine"

SD Finance: The wealth management firm with a brand image worthy of its advice

SD Finance (SD Patrimoine & Finance) is a wealth management advisory firm that helps clients make smarter decisions around investing, taxes, and asset planning. In an industry where trust is the first currency, the firm needed a website that reflected its expertise.

Gemeos handled the entire project, from the visual identity and art direction built for a demanding audience to the UX/UI design of the key pages and a custom Webflow build.

Industry
Finance
Services
Logotype
Branding
Artistic Direction
UX/UI Design
Development

Branding: A Visual Identity Built on Trust

For a wealth management consulting firm, brand is a promise. Gemeos developed the full visual identity for SD Finance: logo, color palette, typography, and graphic variations. The goal: project seriousness, discretion, and expertise across every touchpoint.

Branding deliverableDetail
LogoCreation of the SD Finance logo
Brand guidelinesPalette, typography, usage rules
VariationsPrint and digital versions
GuidelinesReference document for the team
  • Reckless Neue type specimen for SD Finance: alphabet and large white “Aa” on a charcoal background
  • SD Finance color palette: white, light gray, blue-gray, charcoal black and yellow, with hex codes
Three SD Finance homepage variants: "Build and pass on your wealth with 360° support" headline and expertise photos

Art Direction: A Premium Visual World for a Demanding Audience

SD Finance’s art direction was designed to speak to a wealth-focused audience: restrained visuals, premium design codes, and photography chosen to inspire trust and calm. The art direction team made sure the brand identity and digital experience stayed fully aligned.

Art Direction ElementApproach
Visual WorldPremium design codes, elegant restraint
PhotographyEditorial selection built on trust
Visual HierarchyShowcasing key areas of expertise
Brand ConsistencyAligned with SD Finance’s branding

  1. Premium Clarity

    This direction leans into a strong contrast between a dark background, black and anthracite, and golden yellow accents (#FFEB9F) that bring warmth and distinction. The approach feels distinctly modern and structured, with a clean black header and photographic cards in a carousel. Bright yellow, used sparingly on buttons and callout boxes, injects an optimistic energy while preserving the refinement expected from a wealth management firm.

  2. Natural Elegance

    This art direction leans on a palette of greens, olive and sage, paired with warm cream and beige tones. The atmosphere feels calm and grounded, with a clean, organic aesthetic. Modern sans-serif typography, large lifestyle images bathed in natural light, and generous blocks of color create a balance between professional expertise and human accessibility. Green, the color of growth and stability, reinforces the message of long-term wealth building.

  3. Timeless Softness

    This direction explores a range of soft, powdery tones, terracotta, nude, beige, that create a sense of warmth and closeness. An elegant italic serif for the headlines adds an editorial, sophisticated touch, almost “slow luxury.” Warm-toned photography and intimate framing reinforce SD Finance’s human, educational positioning. This is the most emotional direction, ideal for building immediate trust with entrepreneurs and freelancers.

SD Finance homepage mockup on a dark background, headline about building and passing on wealth, and photo cards
Concept 1
Laptop showing the SD Finance website: “Des axes pour vous développer” section with tabs and yellow cards

UX/UI Design: Pages Built to Convert and Reassure

Each page was structured to guide visitors, showcase the firm’s expertise, and make it easy to get in touch. The UX relies on clear user journeys and an information architecture tailored to the needs of an independent wealth management firm.

Designed PageUX Goal
HomepageClear positioning, strong contact CTA
Expertise PagesHighlight services (tax, investment, retirement)
Firm PageHumanize the team, build trust
Contact PageMinimal friction for booking an appointment
  • SD Finance "Build capital" page with a savings simulator: sliders and growth chart
  • SD Finance advisor card: B&W portrait of Adrien Moreno, wealth management advisor, beside his bio
  • Two SD Patrimoine & Finance partners in suits by a fireplace, quote "Une seule structure…"
  • SD Finance homepage on a laptop: “Préparer sa retraite, c'est préserver sa liberté” (retirement planning)
  • SD Finance website "Tout sur la défiscalisation" section: tabs and yellow cards with office photos
  • SD Finance savings simulator on dark background: sliders for initial capital, monthly savings, horizon, rate
  • SD Finance service carousel: “Payer moins d'impôts” card showing an advisor and a client at a desk
  • SD Finance website page "Le Groupe SD Patrimoine & Finance" with a quote and a photo of a team meeting
  • Yellow service cards on the SD Patrimoine & Finance website with quotes over team photos
  • SD Finance website block: three-generation family on a sofa, papers on the table, “+ de 10 partenaires”
Laptop showing the SD Finance homepage “Constituer un capital” with a savings simulator and growth chart

Webflow Build: A Custom Site Ready to Scale

SD Finance’s Webflow build started from Figma designs, faithfully turned into a high-performance, responsive site that’s easy for the team to maintain. The staging phase made it possible to validate every component before launch.

Technical AspectDetail
PlatformWebflow (staging: sd-finance-staging.webflow.io)
Design SourceFigma, desktop & mobile mockups
ResponsiveDesktop, tablet, and mobile
CMSWebflow CMS for editorial content
PerformanceLoad speed optimization
  • SD Finance mobile homepage on a smartphone: “Construisez et transmettez votre patrimoine” on a dark background
  • Laptop showing the SD Finance website team page, with portraits of advisors Adrien Moreno and Jimmy Lapert
  • SD Finance homepage on desktop and mobile: “Build and pass on your wealth” headline and photo cards
  • Hand holding a smartphone showing SD Finance services: financial management, real estate, legal structuring
  • SD Finance homepage on a laptop: “Build and pass on your wealth” headline on a dark background

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