Core Independent Financial Advice

Meet Simon Duigan: software developer turned financial adviser with a big belief in fairness. After experiencing less-than-helpful advice firsthand, Simon made a complete career shift to offer the kind of financial planning he wished he’d received himself.

He’s now one of the first and only advisers in Tasmania accredited by the Profession of Independent Financial Advisers (PIFA)—the gold standard for truly independent financial advice. No commissions. No hidden motives. Just clear, trustworthy support from someone genuinely on your side.

Simon needed a digital presence that:

• Set him apart from the sea of finance sites filled with navy suits and jargon

• Showcased his independence, warmth, and values-led approach

• Made complex information digestible without dumbing it down

• Gave clients confidence that he was both highly competent and truly human

We needed to avoid all the usual tropes and build something that felt completely aligned with his unique offer.

BRAND DESIGN

Soft, smart, and totally un-corporate.

Simon’s brand leads with a modern, warm blue: inviting and intelligent, without the chill of traditional finance branding. It’s paired with a yellow-toned neutral that brings softness, warmth, and approachability.

• The text-based logo is clear, direct and unpretentious—just like Simon’s advice

• The elegant Canela typeface in headings brings a sense of confidence and grace

• Body copy uses Campuni Book, a slightly upright italic that gives structure without stiffness

• The palette works across print, digital, and signage—building trust at every touchpoint

This is a brand that feels both premium and personal, serious but never stuffy.

WEB DESIGN

Complex offerings, made accessible.

Financial advice comes with a lot of content, and for good reason. But that doesn’t mean it has to feel heavy.

• The website layout breaks longer sections into columns for easy reading, with numbered sections to guide users through the page

• The left-hand menu on desktop preserves space for Simon’s beautiful lifestyle photography—featuring his home and family, adding warmth and authenticity to the site

• The copy, written by Leigh Arnold, strikes the perfect balance of clarity and engagement (yes, even on a financial planner’s site—it’s possible!)

• CTAs are clear but calm, guiding users to make informed decisions rather than hard sells

This is a site that feels trustworthy from the very first scroll—and that’s exactly what Simon’s clients need.

Why it works

Core IFA now has a digital presence that matches its values: transparent, warm, and quietly revolutionary in the financial world. It doesn’t shout. It doesn’t dazzle. It simply works—just like Simon’s advice.