Frank Piacitelli Graphic Designer, Creative Director, Web Strategist, Producer

My Role in This Project

I designed and produced this original web presence for Financial Freedom, a company that sells reverse mortgages to older Americans, in 2005. This was a large, coordinated effort with several client stakeholders, an agency team, and technical resources on both the agency and client side. One of the challenges was to cater the design for the senior audience, which meant we used large type, lots of negative space, limited choices to make, and several other principles we established at the project’s onset. This site also features some excellently produced video testimonials from actual customers. In addition, I evolved Freedom’s logotype, greatly improving legibility.