iDealing is an online trading company in England. When they first launched the site, they did not want to sacrifice performance for the sake of visual aesthetics, so they did not use any images, only text. This was a strategy that made sense in the late 90s when most people were still using modems, but now anyone who trades stocks online would have a high-speed connection. The company needed a new design that was appropriate for the year 2006, so that it would not look like a fly-by-night organization.
We worked closely with the CEO of iDealing to arrive at this final design. We kept the existing branding for the most part, and the navigation scheme remains similar to the original (so that it would not confuse the existing users too much). We avoided using heavy images, so it is still quick to load.