Boria Wealth Management: Website copy
For Boria Wealth Management I revamped their website copy and established a new content strategy.
My goal was to persuade the reader that they need a plan for their money and they could trust Boria employees to build that plan.
I decided to use an architect as a metaphor for a wealth manager. We think of a blueprint as being necessary for anything we want to build safely, and we see architects as being essential and trustworthy.
To create the metaphor I used word associations. Without knowing we do it, we associate nearly everything we read or hear with something else we know and understand — like the brain's shortcut to meaning.
So, I chose words that are commonly associated with architect and used them strategically throughout the copy, without ever directly stating the comparison between architect and wealth manager.
I enjoyed the challenge of finding the right metaphor and choosing where to incorporate word associations.
If you'd like to see the website live, click here.