Since 2008, 17Capital has been a pioneer and market leader in NAV finance for the private equity buyout industry. They approached us to redesign their website to clearly communicate their specialist services to a sophisticated, institutional audience.
17Capital
The brief
Website, brand adaptation, and photography.What we did
Following extensive briefing and a review of creative inspiration, we began by auditing existing and planned content, then wireframing key pages and templates. In parallel, we developed website design concepts that carefully evolved the established 17Capital brand. The final design refines the existing identity by restraining the colour palette to a deep blue and off-white, with occasional teal accents to create a calm, confident and contemporary feel. A bespoke hero animation featuring upward-moving blocks was developed to subtly reference financial growth, while graphic swooshes and corner gradients were derived from the 68° angle of the 17Capital logo to bring consistency and precision to the visual language. New photography of the London and New York teams and offices was paired with expansive, elevated views of cities and highways, reinforcing the sense of oversight, scale, and authority that 17Capital brings to the industry.
