Revamp the STG brand to appeal to a sophisticated audience of potential portfolio companies and employees. The website should also reflect the new brand and messaging which highlights the team’s impressive members and their extensive background as a private equity firm.
Research the audience demographics and their needs when exploring options for a private equity firm as well as research competition for branding trends in order to stand out among the crowd. Build a responsive site that is brief, to the point, and allows for CMS integration.
After a competitive analysis for color and branding, the color palette emerged with a mix of solid, cool tones which fits within the tech community (as many of their portfolio companies are within the tech space). The goal of the mood board was to display a sleek and polished but approachable feel.
The site was intended to be brief, straightforward, and effortless. To quickly illustrate their approach, a simplified pie chart was used to illustrate their point of view and what makes their company unique.
