SERVING CLIENTS THROUGH BETTER COMMUNICATION

When I stepped into the role of Marketing Coordinator at Linweaver Financial Group in 2020, I identified a significant gap between our brand’s credibility and our client communication. Our existing newsletter was visually chaotic, cluttered with competing elements, and difficult to navigate—a particular pain point for our largely elderly client base. The design featured a white background with competing yellow, tan, and blue accent boxes, resulting in frequent misprints, higher printing costs, and an overall poor user experience. Furthermore, the old color scheme did not align with the company's brand. It was clear that the newsletter was not reflecting the professional, trustworthy, and clear-cut nature of our financial services.

Tasked with a full redesign, I prioritized clarity and accessibility above all else. I adapted an editorial layout to build trust as a leader in the financial sector in Northeast Ohio. I stripped away the busy backgrounds and limited color usage strictly to the photography, allowing the content to breathe. By using a clean white background, increasing font size and spacing, and enlarging headings, I created a straightforward, readable layout. I actively solicited feedback from our advisors and their clients throughout the process, using their comments to refine the design iteratively. This ensured the final product wasn't just a design exercise, but a practical tool that served our readers' needs.

The redesign received immediate positive feedback. Numerous advisors reported that their clients explicitly preferred the new, cleaner format, praising its readability. This direct approval validated the design choices and led to tangible growth: we saw a measurable increase in subscribers across both print and email. The new, efficient design also reduced printing issues and costs, demonstrating that a user-first approach can enhance the client experience while improving operational efficiency.

This project reinforced that effective design, especially in finance, must be rooted in empathy for the end-user. Removing visual noise isn't just an aesthetic choice; it's a functional necessity, particularly when communicating with an older demographic. The success of the newsletter taught me the value of iterative design based on direct user feedback and demonstrated that a clean, accessible layout builds trust and drives engagement. It solidified my belief that the best brand experiences are invisible—they don't distract, they simply facilitate clear communication.