Translating complex strategy into a clear, premium digital experience Jewell Advisory Group provides operational, financial, and strategic leadership for multifamily, workforce, and affordable housing portfolios. Their expertise spans asset management, organizational optimization, and capacity building — but their message was buried in technical language and lacked a clear digital narrative. I was brought on to translate their core value proposition into an elegant, intuitive website that feels premium and approachable to institutional clients.
Client
Jewell Advisory
DELIVERABLES
Website structure Content design UX flow
Year
2025
Role
UX Design, Project Management
1. Discovery & Messaging Framework I started by analyzing how Jewell Advisory positioned themselves in investor decks and proposals. Their voice was strong but overly technical. I restructured the content into digestible tiers: high-level strategy up front, details deeper within each service. The homepage became an overview of their expertise, positioning them as a partner to private equity firms and institutional owners, while secondary pages unpacked service depth. 2. UX & Information Architecture The IA focused on clarity and flow: Home → Services → About → Contact Each page led naturally to a call to action like “Book a Consultation” or “Schedule an Intro Call.” I ensured that CTAs appeared contextually, not aggressively. 3. Content Design & Structure The Services page was broken into three concise sections, each balancing technical credibility with readability: Asset Management Services — focused on NOI optimization and portfolio performance Organizational Assessment & Business Re-engineering — framed around transformation and efficiency Training & Capacity Building — positioned as legacy and expertise-sharing Each section used succinct bullets, active verbs, and outcome-driven phrasing, designed for scanning by senior executives. 4. Tone & Visual Direction I collaborated with the visual designer to define tone and typography that felt premium and modern, elegant serif headers, restrained color palette, structured grid, and strong hierarchy. The visual language reinforced credibility while letting the content breathe.
The new Jewell Advisory website delivered a sharp, executive-level experience that resonated with investors and partners. Results after launch: - Clearer articulation of the firm’s three service pillars - Improved lead quality through targeted CTAs - Stakeholder feedback highlighted “clarity, confidence, and professionalism” as standout impressions The redesigned structure gave the client a scalable foundation for future insights and case study content.