Crescent Capital
Crescent is a global alternative investment manager focused on corporate credit. Crescent invests in debt securities in both private and tradeable markets, and across companies of all sizes.
They came to the Durkan Group for a new website with the goal of having a cohesive online presence that was in line with their new rebrand. Crescent’s track record in the credit market would be labeled as reliable and consistent. To reinforce that a key aspect of their new branding was focused on the phases of the moon . Showcasing this consistency, and also their approachability, were some of our main goals during the website redesign.
Homepage snapshot, featuring plenty of space for breathing room so users feel welcome. Using rich blues as section background to evoke a sense of sharp, expert professionals
The design team concepted design directions for the client. The direction I worked on most was one based around simple layouts focusing on copy, color, and ambiguous photography, showing the team. This direction interested the client most, and I took the role of the principal designer on the project. Incorporating additional elements the client enjoyed from other directions, conceptualized we were set to create a design that would highlight the Crescent team’s ability and trustworthiness in their industry.
Stat block on the team page, using a part of the moon phase as a numeric counter
A quote block on the team page used to reinforce the approachability of Crescent Capital
The What Sets Us Apart section on the private credit page. Plenty of space for their message to shine, simple accents to draw the user through the layout, and a subtle use of the moon phase in place of numbers in the differentiator cards,
We used the moon phase motif in both main elements and sprinkled it as accent pieces of the design to help tell the story. Utilizing the blues of the palette as bold backgrounds with simple, spacious layouts for pages and sections to help them stand out from competition. These help tie together with the messaging from the team to bring the new Crescent site to life.
