overview
Serious money deserves a serious interface.
Capital Link needed a website that signalled credibility to institutional clients while staying approachable enough to convert. I handled the identity direction and the full site design and build.
The result balances restraint and confidence — generous space, precise type, and motion used only where it earns attention.
role & scope
fintech · london- role
- Designer & Webflow developer
- team
- Founder, marketing lead
- year
- 2024
- scope
- identity · web design · build · CMS
- tools
- Figma, Webflow, After Effects
- platform
- Responsive marketing site
- Set the visual identity — logo direction, palette, and type system.
- Designed every page from hero to legal footer.
- Built and shipped the responsive site in Webflow with a CMS.
challenge
Credible, not cold.
Finance sites often read as either intimidating or generic. Capital Link wanted to feel established and trustworthy without the corporate stiffness.
I leaned on editorial typography and disciplined spacing to project authority, then warmed it with considered motion and a confident accent.
process
Direction
Explored identity territories and landed on a precise, editorial register.
Structure
Mapped the page set and the narrative each one needed to carry.
Design
Designed responsive layouts with a strong type hierarchy and clear CTAs.
Build
Developed the site in Webflow with a CMS and scroll-linked motion.
ux structure
The site guides an institutional visitor from credibility to contact in a single, unhurried scroll — proof, product, then a clear path to talk.
- Narrative homepage that builds trust before it asks for anything.
- Reusable section blocks editable through the Webflow CMS.
- One unmistakable primary action repeated at natural decision points.
final screens
design system
An editorial system: a tall, confident display face, a restrained neutral palette, and a single trust-green accent reserved for action.
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responsive / platform
The layout reflows from a wide editorial desktop to a focused single-column mobile experience, with type and spacing scaling fluidly between them.
launch assets / extras
Launch extras: a social and pitch-deck template kit, plus a short brand-motion sting for product announcements.
outcome
Capital Link launched with a cohesive identity and a site the team updates themselves through the CMS — credible to clients, easy to maintain.