Financial Services Pipeline Initiative | Reflecting Chicago's Diversity

The Financial Services Pipeline (FSP) Initiative recently refreshed their branding and their website in partnership with Clarity Partners (Clarity). The FSP Initiative, which seeks to increase diversity in the Chicago-area financial services sector, worked closely with Clarity to align their visual brand and online presence with their targeted audiences to increase their already substantial impact.

Clarity’s creative services began with the development of a new logo and visual brand. During the discovery phase, Clarity worked collaboratively with FSP to understand the organization’s goals. The branding process included the utilization of “mood boards” – groupings of images, colors and ideas – to establish FSP’s desired look and feel. With this strategy, Clarity was able to work more efficiently and provide accurate design from the start.

In anticipation of FSP’s Fifth Annual Summit, a gathering of financial services industry leaders from across the Chicago region, the FSP and Clarity team made a strategic decision to modify the original project plan and launch the refreshed website ahead of schedule. This flexibility gave FSP a platform to introduce the new website and highlight improvements to a larger audience at the summit.

The refresh of featured a full redesign, utilizing the updated visual brand throughout the site. Clarity also refactored the existing WordPress website in order to provide increased flexibility for FSP administrators to create a variety of content pages with different layouts.

Clarity’s additional creative services included new designs for FSP’s marketing collateral, annual report and email templates in MailChimp. This ensures that FSP’s messaging is consistent and reinforced, regardless of the communication channel being used. 


About Financial Services Pipeline Initiative

The Financial Services Pipeline (FSP) Initiative is a collaboration of 18 financial organizations and The Chicago Community Trust that seeks to address the lack of diversity in the financial services sector and improve the competitiveness and equity of the Chicago region. The organization’s primary goals include increasing the representation of African Americans and Latinos and improving the overall cultural competency within the local financial services industry. Currently, FSP Initiative members make up almost 50 percent of the total Chicagoland financial industry population. For more information on the FSP Initiative, visit

About Clarity Partners

Clarity Partners is a Chicago-based, full-service management and information technology consulting firm that specializes in delivering comprehensive solutions to complex higher education, public sector, and commercial sector challenges. We provide management consulting, enterprise performance management, application development, website design and development, cloud solutions, project management, and IT staffing services to a diverse mix of businesses across the full spectrum of industries.