KARPrivate equity · Website redesign
Karmel Capital
A firm that buys into growth, given a site with the same clarity.
- Sector
- Private equity in enterprise software, Solana Beach, California
- Project
- Website redesign
- Built on
- Figma, Webflow
The challenge
A private equity firm on an aging WordPress site that no longer matched how carefully it invests.
The brief
Look as established as the track record, and say plainly what the firm does and for whom.
Karmel Capital is a Solana Beach private equity firm that invests in late-stage enterprise software. In 2022 it wanted off an aging WordPress site, onto one that said plainly what it does.
01 · Project overview
A careful firm, an old site.
Karmel Capital invests in late-stage enterprise technology companies.
Founded in 2013 in Solana Beach, California, it often buys from early employees and investors selling some of their equity. In September 2022 it asked us to move its site off WordPress. The partners named the words the brand had to carry: legitimate, established, clear.
02 · The opportunity
A fair price, from a credible partner.
We started with the person on the other side of the deal.
They want to sell equity at a fair price to a credible partner. So before any design, we drafted the sitemap and every page of copy, from the homepage to the required disclaimers. The headline: Private Equity focused on Disruptive Technologies.
03 · The look
Keep the mark, build around it.
The partners asked to keep the ring logo, so we built around it.
Two broken orbit arcs run out into long horizontal blades, like a horizon cut by a ring. We matched a navy and grey palette, Plus Jakarta Sans and Azeret Mono. Steel-blue art of a corridor and a sphere led the eye to one point.
04 · The website
Off WordPress in days.
We designed the site in Figma, through three review rounds with the partners.
Then we built it on Webflow with a CMS, and set the hosting up in Karmel’s own name. It went live on 8 December 2022, about twelve weeks after the brief. We kept it current until Karmel moved in-house in 2026.
05
Off WordPress in days.
Designed in Figma over three review rounds, built on Webflow with a CMS, and live across every domain on 8 December 2022.
What changed.
A 2022 site that said in one line what the firm does, live in twelve weeks.
What we did
- Sitemap
- StoryBrand script
- Site copy
- Legal pages and disclaimers
- Palette and type system
- Page layouts
- UX and interface design
- Webflow build and CMS
- Domain move
- Launch
- Pages and blog after launch
Running a business like Karmel Capital?
Tell us where you are and where you want to go. It starts with a conversation, then your Flight Plan in writing.
- Like
- Karmel Capital
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- Gate
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Stitch by Stitch
From Wix to Shopify, online and at the counter.