Brightstone Financial Group
Brightstone Groupe Financier
Finance and insurance
WordPress
Showcase website
2026
Mandate
Brightstone was undergoing a complete rebranding. The challenge: unite two entities, two histories, and two web presences under a single brand and a single high-end website, organized around client needs rather than corporate structure. We first took charge of the new brand’s art direction, leading to the delivery of a complete brand guide. We then led the web strategy (site architecture, zoning, workshops with the client), followed by the development of a custom bilingual WordPress site, featuring a library of about twenty modules. The site also had to meet the requirements of the AMF and Law 25.
Objectives
- Define Brightstone’s new brand identity
- Clear and simple navigation, focused on proposed solutions
- Advisors highlighted
- Give internal teams more autonomy and agility in content management
A brand that matches the expertise
A wealth management firm sells trust. The new identity had to embody the group’s rigor and standing, without ostentation, while leaving room for each entity. We developed Brightstone’s art direction and documented it in a comprehensive brand guide, which frames the use of the identity across all media. The website is its first major application: an alternation of navy blue and off-white sections that rhythm the scrolling, fine lines that structure the content, and a discreet watermark in the background, either Brightstone’s ‘B’ monogram or ‘1642’ on pages specific to 1642 Capital. Designing the brand and the site in parallel allowed us to conceive the identity for digital from the outset.
Navigation designed around solutions
A visitor arriving on a financial firm’s website is primarily looking for an answer to a simple question: can they help me? The navigation was designed to answer this quickly. The main menu is limited to four entries: the group, the teams, the solutions, and publications. Solutions are accessible from the first hover, and a ‘Contact Us’ button remains visible at all times in the upper right corner. Once within a solution, the visitor is never at a dead end: each page ends with the group’s other solutions and a call to action to make contact. The footer follows the same logic, with clear columns that allow any page to be found at a glance.
Advisors highlighted
In wealth management, assets are entrusted not to a brand, but to people. The website therefore had to showcase the group’s professionals and make their expertise tangible. Each team member has a detailed profile sheet that opens in a modal window: photo, title, year of joining the firm, biography, and a link to their LinkedIn profile. When an advisor signs an article or is quoted in the media, this publication appears directly in their profile. The visitor thus naturally moves from the person to their thoughts, and from an article to the expert who wrote it. Each publication becomes proof of competence, and each profile, a gateway to the group’s content.
Teams autonomous in their content
The group wanted to be able to update its site quickly, without depending on an agency for every change. Teams compose their pages from a library of modules: hero, text and image, accordions, cards, numbered lists, calls to action, etc. Publishing an article or adding a team member takes only a few minutes, and the content automatically appears in the right places on the site, in both French and English.
On the development side, the WordPress theme is entirely custom-made, and each module is an ACF block with fields designed for the user: pre-title, title, description, button, color, watermark. WPML manages bilingualism. Targeted extensions facilitate daily tasks: content duplication, order of publications and categories, image focal point for precise cropping. The code follows WordPress best practices so that any developer can easily intervene.
