The client required a website redesign because his previous site was both out of date and did not accurately reflect his brand. I improved the design by using an up-to-date mint and teal colour scheme, large text, and appropriate stock photos. Because I wanted to deliver direct response marketing for his services, I used photographs that represented his ideal customers, which included elderly couples for retirement services, or young families for home loans for example. I wanted to visually position the client at the top of the local market as someone who understands what his clients’ needs are and that he is trustworthy and can make a difference in their lives.