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Private markets

A quiet interface for a loud market

A capital platform whose product had outgrown its marketing site. We rebuilt both on one design system so the story and the software finally matched.

Sector
Private markets
Scope
Brand · Web · Product UI
Stack
Next.js · TypeScript · Design tokens
Year
2026
Overview — capital platform
The overview screen after the rebuild: one headline figure, one line, and the whitespace to read it. The same token set drives this view and the marketing site it replaced.

The problem

Eleven years of accumulated pages, three competing type scales and a product UI that shared nothing with the marketing site. Prospects arriving from a pitch deck could not tell the two properties belonged to the same firm.

What we did

  1. 01

    Audited every template and cut the page count by two thirds before designing anything.

  2. 02

    Built one token set — type, space, colour, motion — consumed by both the marketing site and the product shell.

  3. 03

    Rewrote the narrative around a single claim, with the proof directly beneath it.

Outcome

0.7s
Largest contentful paint, down from 2.1s
67%
Fewer templates to maintain
1
Design system across marketing and product

Next project

Logistics, legible at a glance

Freight & logistics/2026