Archives for September 2014

September 5, 2014 - Comments Off on A Stylish Identity and website for a Pragmatic Investment Advisory Firm

A Stylish Identity and website for a Pragmatic Investment Advisory Firm

Buttonwood Financial Advisors (BFA) asked Ashton Design to create a stylish identity that reflects their firm ethos of helping clients achieve investment objectives to better their financial position. Our goal was to create a visual experience that parallels the real-life experience clients have with BFA.

Nationally recognized as a leader in environmental graphic design, Ashton Design’s full-service practice with an extensive web design portfolio helped us earn a place among the top web design companies in Baltimore. Our collaborative spirit and focus on using design to enhance our clients’ connections with their key audiences transcends design disciplines and media.




Led by Damian Gallina and Jeff Malcom, BFA is a Maryland-based investment advisory firm serving clients throughout the entire United States. Founded in 2008, the firm’s investment philosophy is derived from their emphasis on objective review of investment options and a strong desire to better their clients' financial interests. The firm has a clear message and a straightforward process in dealing with the complexities of financial planning and investment management, and BFA enlisted Ashton Design to help communicate this philosophy clearly and concisely.


The Ashton Design team began by refining the existing logotype and introducing a secondary design element in the form of a simple “B." The company's existing color palette was also refined. A dark corporate blue was paired with a family of cool grays and accented with bold white typography.

We executed a simple grid layout across all of BFA's internal and external collateral, including letterhead, investment statements, and data sheets. Branded templates were provided to the firm to allow for day-to-day editing and improved workflow.


BFA's website was created using responsive design for an optimal viewing experience on mobile and tablet devices. Ease of use, along with concise messaging and a simple visual language were paramount features of the web design. The site utilizes custom photography and video, shot by Ashton Design, that further highlights the personalized approach and philosophy of the company. All photographs and videos on the site are presented in black and white — offering a visual simplicity which reinforces the air of confidence that infuses all client interactions with the firm.



View the live Buttonwood website.