A fund site that reads like its people

Northwind Capital manages money for institutions who read footnotes. Their previous site performed like a prospectus and converted like one. We were asked to make it read like the people behind the fund.

A finance site does not need to feel cold to feel credible. Credibility comes from clarity, and clarity is a design problem.

We wrote the information architecture first, then the words, then the layout. The team built a small content model so every fund page is generated from the same fields, which means the compliance review now touches one schema instead of forty pages.

The client portal is a separate surface with its own type ramp and its own rules for density. We kept the visual language consistent and let the interaction language diverge where the work demanded it.