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  ne of New York's oldest and most respected investment companies, General American Investors contracted me to design and build its web presence in early 2002. The firm's first foray onto the Internet would need to preserve General American's established reputation, while positioning the firm as forward-looking and technologically advanced.The resulting design mixes conservative serif type (used in General American's logo, headline fonts, and body text) with a more modern sans-serif typeface (used in kickers, tables, and graphs). Photography figures prominently in the the design's aesthetics, with a single photo of the New York Stock Exchange being the dominant design element on the home page. Selected for both its real-world relevance and its metaphoric significance, the building's columns signify strength, permanence, and endurance over time. The General American Investors website was launched in March, 2002.  |
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