An updated brand system, website, and brochure designed to present a copy-rich financial offering with greater clarity and sophistication.
Carlton Lane Capital
About the Work
Industry
Private real estate investment
Role
Team Lead & Lead Designer
Scope
Brand identity, website, and brochure
Collaboration
Client, content, production, and development teams
Project Overview
Carlton Lane Capital needed an updated identity that better reflected the sophistication of its private real estate offering. The logo and logomark were refined alongside a more considered color palette and typography system, establishing a cleaner, more upscale visual direction.
The website applied that system to a content-heavy experience. Clearer hierarchy, pacing, and page flow made dense information easier to follow, while a concise brochure translated the same story into an approachable company overview.
My Contribution
Turn a refined identity into a clear communication system.
Updated the logo and logomark and refined the brand color and typography system
Designed a cleaner, more upscale responsive website
Reorganized dense content into a clearer hierarchy and page flow
Created a concise company-overview brochure aligned with the new identity
Selected Deliverables
The refined visual system creates a consistent, credible experience across the core identity, long-form digital content, and concise print communication.
Updated Branding
Refined logo, logo mark, colors, and typography established a cleaner identity with greater polish and consistency.
Website Design
Improved hierarchy and page flow made substantial investment information easier to scan, follow, and understand.
Brochure
Distilled Carlton Lane’s positioning and services into an approachable overview aligned with the updated brand.
The Outcome
The updated identity gave Carlton Lane a more polished foundation for communicating with prospective investors. The website supports deeper exploration without letting copy overwhelm the experience, while the brochure provides a concise introduction that carries the same tone, hierarchy, and visual credibility.