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Kaydan Wealth Management

How we helped craft a brand experience for a tight-knit wealth management company.

Kaydan Case Study

The Challenge

Kaydan Wealth Management came to us initially because their website was not responsive and outdated. They were ready to move to something more modern and user friendly that reflected the kind of company they are.

Our Solution

After our initial conversations with Kaydan we discovered they needed more than just a website redesign. They needed a more refined brand and after a branding strategy session we all had a better understanding of who Kaydan Wealth Management is as a company. We used these finding to help shape how the website and how they talked about themselves online.

Web Design

Having mobile functionality was very important to their users so we knew whatever we did have to work well on a mobile device. Kaydan wanted to make it easier for people to book appointments with the right wealth advisors. We crafted a step by step form to help get the user in contact with the right advisor based on their needs and financial situation.

Although we didn’t change or update the logo we wanted to evolve Kaydan’s brand with new colors and typefaces. We used different shades of blues and greens to represent a calming professional feel with a pop of gold show to confidence and prosperity. We chose to use architectural images that had a lot of movement and pattern.

A big part of the Kaydan work environment is that they devote a lot of their time, money, and energy giving back to the community. They have an internal program called Kaydan Cares and we wanted to create a place for them to share all that they do.


We interviewed them at length and decided that the best approach would be to schedule a ThinkWell session to uncover new ideas. ThinkWell sessions are day-long, guided ideation sessions that result in dozens of overall ideas, a dozen or so winning ideas, and a detailed campaign that utilizes all the winning ideas seamlessly.

The session yielded 173 ideas for the event, including changes to the website, chef challenges, social media concepts, and a dozen solid ideas specifically around attracting new chefs.

Element5 helped us dig within during their infamous branding exercise to reveal the true value in what Kaydan Wealth Management offers its clients. Additionally, E5 listened carefully to our pain points and wish list to help us create a user-friendly, visually appealing, informative, and action-focused website that we’re proud to use in our everyday operations.

—Danielle Howard, Kaydan Wealth Management

The Results

Kaydan Wealth Management ended up with a fully responsive, easy to use website with updated branding to show off who they are and what they can do for you. Kaydan was thrilled with the results and couldn’t wait to share the new website with their customers.

Scope of Work

Brand Strategy

Information Architecture (IA)

Web Design

Front End Development


Keyword Research

On-Page Optimization

Technical SEO

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