Fort Point Capital
This redesign transforms the Fort Point Capital digital presence from a static brochure into a transparent, high-performance tool. It aligns the firm’s visual identity with its operational reality: a disciplined, data-driven partner that respects the legacy of founder-owned businesses while providing the modern infrastructure they need to scale.
The design feels high-end enough for institutional investors but remains grounded enough for a business owner in the field. To achieve this, I led the following strategic shifts:
Human-Centric Art Direction: Recognizing that private equity is a "people business," I art-directed a custom photoshoot to replace sterile stock imagery. This captured the team in their element — collaborative, accessible, and active. This stripped away the "faceless firm" persona to build immediate trust with founders.
Operational Transparency: The layout utilizes a clean, grid-based "technical" aesthetic. This mirrors the precision of their 100-day plans and value-creation strategies, signaling that Fort Point brings more than just capital — they bring a system for success.
The Bridge Persona: By balancing sophisticated typography with rugged, industrial-influenced accents, the site speaks two languages at once: the high-level ROI expectations of LPs and the "roll-up-your-sleeves" reality of the portfolio companies they lead.
