Security First Asset Management
Trust-first redesign for a Middle Georgia financial advisory firm
Overview
The work behind the result.
Security First Asset Management is an independent financial advisory firm serving Macon, Dublin, Eastman, and Cochran — wealth management, retirement, income, and estate planning without high-pressure sales tactics. We're rebuilding sfamga.com from the ground up, with a brand board and a design language built for the client they actually serve: a couple researching advisors at the kitchen table.
The Challenge
What needed to change
The firm's existing site didn't match the caliber of the practice — and the audience is one of the hardest to design for. A 55-to-70-year-old couple deciding who to trust with their retirement isn't impressed by SaaS gradients and stock-photo handshakes; they're looking for reasons to leave. And every FINRA and SIPC disclosure had to survive the redesign verbatim.
Our Solution
Built around the business
We designed for trust over flash: a deep SFAM-blue palette, confident typography with a handwritten accent, real Middle Georgia imagery, and a "your life, in chapters" narrative that walks visitors through planning stages instead of pitching products. Two full design concepts were explored, a brand board locks the system down, and compliance language is carried through untouched.
How we built it
- 01
Audited the existing sfamga.com and its compliance requirements
- 02
Defined the voice: granite, handshake, front-porch — trust over flash
- 03
Built the brand board: SFAM blue, typography, and components
- 04
Explored two complete design concepts before committing
- 05
Structured the story as life chapters instead of product pitches
- 06
Managed Meta and Google ad campaigns for the firm
Results
The numbers speak
Middle Georgia communities served
FINRA & SIPC disclosures preserved
High-pressure sales tactics — by design
Full design concepts explored