Jay Sella Marketing + Communications Intern

SPC Financial®

A local investment advisory firm based in the Washington, D.C. Metro area with over $1.2 billion in assets under advisement + management.


  • Launched electronic invoicing and payment processing with Stripe, saving $1,000 in annual operating costs and 15 hours of employee time during the annual billing cycle
  • Rolled out online appointment scheduling, reducing employee workload by 16 hours/month and handling 2,500 appointments since rollout
  • Implemented live chat with the firm's advisors, meeting the needs of 100 clients and prospects in the first year


Redesign + Development

Logo + Tagline

Not long into the redesign process, it was decided it was time for a re-centering of the company. To match their now-modernized aesthetic, I crafted a new logo and assisted in the creation of a new tagline. That tagline — Finance on a Human Level® — is now a registered trademark with the United States Patent and Trademark Office (#88269408).


For years, SPC had contracted with a third-party company to design, develop, and maintain their corporate website. I became involved to learn the inner workings of the firm’s Marketing department and assist in the maintenance and enhancement of their online presence. However, whenever our team approached the contractor about implementing new site functionality, they often failed to deliver.

Ultimately, their reluctance to innovate became too much of a roadblock; it was time to design and build a new site, from scratch.


With a clean slate, I set out to modernize the site's content, design, and feature set.

This project posed a unique challenge: how could we modernize the site to appeal to younger, more tech-savvy audiences while providing a familiar, intuitive experience for older clients?

The new design doubles down on SPC’s human-centric approach. I worked with the team to incorporate this focus into all website and marketing copy. New features and functionality were added to bolster client services while also avoiding unnecessary clutter.

SPC's colors — blue and gold — remain prominent throughout the new design to keep a cohesive appearance across both the site and promotional materials such as apparel and accessories. Finally, I ensured the continued operation of old links to minimize disruption to existing clients.

Throughout this project, I spearheaded the implementation of:

  • Advisor Live Chat
  • Online Appointment Scheduling
  • Electronic Invoicing + Payment Processing
  • Integrated Job Postings + Applications
  • Centralized Content Management

Compliance + SEC Regulations

Compliance, privacy, and security are key considerations when developing new features for a financial service firm.

I was in constant communication with the firm's Chief Compliance Officer, their VP of Marketing & Communications, and various teams in the broker-dealer's corporate office including Advertising, Compliance, Risk Assessment, Social Media, and Third-Party Vendors.

This involvement included drafting disclaimers and disclosures, submitting third-party vendor security assessments for review, managing multiple site versions in parallel, and maintaining audit logs for each change.


Presentations, Stationery, Advertisements

Upon launching SPC’s revamped website, I began refreshing other branch materials in partnership with the company's marketing team. We designed new marketing collateral such as presentation templates, advertisements, infographics, letterhead, and business cards.

These new materials included the firm's human-centric focus at their core.


© 2021 Jay Sella. All Rights Reserved.

Designed + built in the Washington, D.C. area. Some icons made by contributors via Flaticon.