Case Study

CriticalPoint Partners

The brief

CriticalPoint Partners is a small but incredibly experienced M&A advisory firm that needed to communicate their middle-market focus across multiple service offerings and verticals. They were looking for a website redesign and refreshed copywriting that presented a more defined path to busy business owners looking for help.

Our approach

“Form follows function” is a well known principle from the world of architecture and industrial design. But it also applies to building a strategic user experience on the web. We interviewed internal stakeholders to extract unified messaging and get consensus from multiple team POVs. We next created and developed extensive user personas + mapping profiles to identify the different user journeys for the most effective UX and copywriting strategy.

With this thought in mind we developed a new logo that draws inspiration from the Fibonacci sequence, or “the golden ratio”, in order to visualize this idea of taking complex things and turning them into a simple and easy to process thing. From there we created a website that reflects this while also bringing in the concept of “showing the blueprint”.

The result

We created a visually stunning website with elegant animations and simplified navigation that elevated the brand identity and refined the user experience. We also applied clearer copywriting, highlighting the expertise of the CriticalPoint offering to ensure users were not only led to the right service but more convincingly. We also created new marketing collateral to tie it all together.

The rebrand featured fresh new marketing decks, social media post templates, stationary, Zoom video backgrounds, and a complete new brand guidelines document.