Develop a unique, advisor-focused landing page for CHEIFS. No existing brand or marketing materials. Navigate dynamic and changing priorities. A holistic marketing strategy. Logo creation for Cornerstone Financing and CHEIFS. Paid search campaigns. Motion graphic video explainer. CRM and lead generation. Digital campaign rollout. Many internal design deliverables and communication materials. Hubspot, Chili Piper, and Typeform integration.
CHEIFS enables homeowners to convert their home equity into tax-free cash, with no repayment required until the home is sold or the owner passes away — offering a new way for aging adults to manage their finances. Founded by housing and insurance industry veterans, Cornerstone aims to disrupt traditional finance with its transformative approach to home equity.
We were tasked with an ambitious challenge: deliver a bold, memorable website for CHEIFS that would educate advisors, establish a robust and strong digital presence, and lay the groundwork for future scale and growth. Our role included designing the CHEIFS brand from the ground up, crafting a go-to-market strategy, and developing compelling messaging — all while addressing the fast-paced marketing needs of a startup.
We selected a bold, financial-themed color palette that conveys trust, reliability, and sophistication, aligning with the company’s focus on wealth management and long-term investment. The result is a visually engaging brand presence that communicates the value of CHEIFS to homeowners and financial advisors, transforming the way they approach retirement planning.
Our strategy focused on overcoming inertia and tapping into emotional triggers shared by homeowners and financial advisors — such as the need for smart financial decisions. We crafted the tagline “Converting home equity into financial success” to position CHEIFS as the innovative, intelligent solution for future planning. It works as both a tagline and a secondary explanation of the CHEIFS acronym.
The messaging is built on three key pillars:
Rather than using a traditional sitemap and wireframe approach, we opted for a story-framed landing page to deliver a more engaging user experience. As visitors scroll through the site, the narrative unfolds naturally. It begins by introducing the problem of untapped home equity and outdated financial strategies, followed by presenting the CHEIFS details and benefits. Interactive animations and smooth transitions enhance the storytelling, creating a dynamic flow between sections.
The result is more than just a landing page — it’s an immersive experience that captures attention and converts. The site was optimized for desktop and mobile users, ensuring a consistent and engaging experience across devices.
Our work for Cornerstone Financing extended far beyond developing the CHEIFS website. In parallel, we supported preparation for investor meetings, redesigning many corporate presentations and advisor fact sheets. We created a variety of brand assets, including business cards, email signatures, letterheads, social media headers, and other marketing collateral. A key deliverable was a detailed 60-page product guide for homeowners highlighting how CHEIFS works.
Working closely with our client, we delivered high-impact visuals on tight deadlines to position CHEIFS as the compelling financial solution it is. Our work also includes crafting a holistic marketing plan with a digital campaign rollout. To streamline lead generation, we integrated Chili Piper and HubSpot into the sales funnel, ensuring an efficient onboarding process for advisors and homeowners. Additionally, we began developing a corporate website for Cornerstone Financing.
We’re producing a high-impact video animation to explain CHEIFS’ features and benefits in a clear, engaging format. Our motion graphics team has developed visual storytelling that simplifies the product concept and makes it compelling. This video will serve as a key asset on the Cornerstone and CHEIFS websites and social media campaigns.
With several concurrent projects — such as investor decks, social media assets, print materials, and website development — managing resources effectively was crucial. We assigned four specialized designers to various project parts to meet tight deadlines, while the lead designer ensured all outputs adhered to a cohesive brand vision. This division allowed us to deliver on time without sacrificing quality. Despite the complexity of the design, the site was completed in just a couple of months, meeting Cornerstone’s urgent needs for investor presentations.
To accommodate our client’s fast-changing priorities, we adopted a time-and-materials billing approach to provide flexibility in a dynamic startup environment. As priorities shifted — from creating fact sheets one week to building product guides or corporate presentations the next — we quickly adjusted our team’s focus to deliver the most impactful work when needed. This adaptive approach ensured we stayed aligned with the client’s evolving needs.
This project exemplifies how our team successfully launched a new financial product by building a strong brand, creating compelling marketing materials, and developing a targeted go-to-market strategy. Through our comprehensive support, Cornerstone Financing is now equipped with essential tools, messaging, and a memorable digital presence.
As we continue our partnership, we will focus on social media campaigns, paid advertising, and lead generation to help scale the business and expand CHEIFS’ reach:
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