LavaFlow ECN for CitiGroup

There’s a certain craft about creating something out of nothing. Most of the websites we create have very tangible assets, products or services…but not all of them. When I first met with the folks at LavaFlow® ECN, I didn’t fully grasp what it was they did. Not sure I’m too much closer to knowing (58+ meetings later) but this is how I look at it – LavaFlow creates products to make those working in the financial services industry go home earlier and be with their families. They make their jobs, and, therefore, their lives easier.

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The big challenge was to create a good-looking, simple website that brings life to their big numbers. We turned immediately to broadening the standard CitiGroup color palette. Secondly, we wanted to create energy to reflect that of the financial market so we created the “wave” at the top of each page. The shape of the “wave” stays the same while the image featured inside of it changes on each page – just for fun.

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We also spruced it up with some cool tools. We created a section to house a live active symbol reader (updates every 15 seconds) and some very stylized feeds from their database for the total shares, and FLOW and GOTO shares on the home page. We built an admin tool so the folks over at LavaFlow could post frequently to their Media Center (and other sections) and get their customers the latest resources as soon as they are published.

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This also happened to be the first web design that I was asked to tag-team (thanks Ben Wong!). Really cool approach to design and makes for a low-pressure situation for designers new to web design or new to a team.

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