For a financial advisory firm, DecisionBoundaries, run by former Roubini Global Economics board member and investment banker, Carlos Abadi, I provided Creative Direction and Strategic Consulting services for the rebrand of its online web presence. Including UI/UX advisement, design selection, and creation of new web copy for the firm, this project required coordinated oversight for its sophisticated audience and clientele—hedge fund managers, bankers, law firms, and large corporations. A new creative vision forged around “Clarity in Complexity” was the establishing theme, with links in design, copy, and overall presence. New pages for solutions, including “Litigation Support,” “Financial Engineering,” and “Creditors’ Advisory,” were created to more clearly and confidently express DecisionBoundaries’ value proposition. Working closely with the notable investment banker—who has been cited as an expert source in mainstream media like The New York Times, Bloomberg, Financial Times, and Reuters—this creative vision formed the backbone of our coordinated design, copy, and the developed website.

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