Background
Reach for the stars to reflect elevated service and effortless cool.
As a recently independent firm, Astra Wealth Management was ready to shed its inherited look and build a digital presence that expressed its own personality. Their existing website felt slow, weighed down by a background video and cluttered navigation. It didn’t convey the luxurious, high-touch experience they provide, nor the sophisticated yet down-to-earth energy that defines their leadership team.
Astra wanted to stand out from generic RIA websites by leaning into their own identity: part refined, part approachable, and wholly modern. With three distinct client segments (Family Office, Wealth Management, and STARs), they needed a website that could clearly articulate each path while still feeling unified, sleek, and intuitive.
Challenge
Translate an undefined aesthetic into a clear, modern, high-touch digital experience that sets Astra apart.
Solution
A sophisticated dark-palette design with segmented pathways and subtle motion for a refined, modern feel.
Results
A distinctive, intuitive website that blends luxury, warmth, and down-to-earth cool for multigenerational appeal.
Challenge
Translate an undefined aesthetic into a clear, modern, high-touch digital experience that sets Astra apart.
Solution
A sophisticated dark-palette design with segmented pathways and subtle motion for a refined, modern feel.
Results
A distinctive, intuitive website that blends luxury, warmth, and down-to-earth cool for multigenerational appeal.
The Objective
Build a high-end, modern website that is cool and hip, yet warm and caring
The goal was to create a digital presence that blends refinement with personality. Astra wanted something clean and streamlined, sophisticated yet cool, contemporary but never alienating. Their site needed to feel luxurious without being stiff and needed to resonate across generations, from ultra-high-net-worth families to rising professionals entering their Successful Today Almost Rich (“STARs”) program.
Crucially, Astra wanted to avoid the clichés of wealth management websites: no jargon, no cookie-cutter hero banner, no dense navigation. They sought a bold, modern experience that could live beautifully on mobile devices and highlight their three service tiers in a way that felt fresh and intentional.
Design Solution
A refined interface that suggests the night sky, shaped by simplicity, segmentation, and subtle movement
To bring Astra’s personality to life, we designed a site grounded in a dark, matte-inspired palette complemented by soft gradients and clean, minimalist typography. The result feels luxurious yet approachable, elevated without being intimidating. The homepage opens with three interactive tiles representing Astra’s core segments: Family Office, Wealth Management, and STARs, instantly orienting visitors and allowing them to begin a tailored journey. Throughout the design, motion is understated, transitions are smooth, and content spacing is generous. The result is a digital environment that feels sophisticated yet effortless, a true expression of Astra’s “luxury plus down-to-earth cool” ethos.
Color palette & Typography
Purple
Blue
Teal
Orange
Red
Inter Extra Bold
Inter Semi Bold
Inter Regular
Challenges & Accommodations
Transforming a vague vision into a clear, strategic design direction.
Astra came to the project with a clear sense of what didn’t fit their vision: generic design conventions, cluttered navigation, heavy background videos, and formulaic hero sections. They also had a strong instinct for the tone they wanted to convey, describing their aesthetic as “Ritz Carlton meets Matthew McConaughey,” a blend of luxury, approachability, and modern ease. Translating that nuanced personality into a cohesive digital direction required thoughtful exploration and close collaboration.
At the same time, their three distinct service levels needed to be immediately visible on the homepage without overwhelming the user experience. And because Astra favored a dark, atmospheric palette, the design had to balance richness with readability, ensuring a modern, high-touch feel across all devices.
Outcomes
The final website reflects Astra’s distinct blend of refinement and approachability.
The dark palette and subtle gradients create an atmospheric, elevated feel, while the simplified navigation and intuitive content structure ensure ease on every device. Prospective clients can now quickly see where they fit within Astra’s three service tiers, reducing confusion and highlighting the firm’s unique value across client types. The redesigned site communicates confidence, warmth, and a touch of swagger, positioning Astra as a modern wealth partner, not just another advisory firm.
