Haystack Digital: The Beekman Group Website

Our Beekman Muse



The challenge: inject energy into a conservative private equity firm’s website, while adhering to their strict, classy, formal tone. Using existing brand colors, find a way to appeal to the firm’s cadre of young talent, without being flashy.



The plan: look to the MCU for inspiration. Not that MCU… Modern, Clean, and Understated was our path to success. Minimalism with clear navigation was the name of the game; instant satisfaction for demanding info-seekers.



Specifically, we focused on increasing awareness of the types of investment strategies offered, to help drive and support investor interest. Make bios and products/services extra easy to find. Provide quick access to contact info and news/press updates.



The net result: users came away from the site with the impression that The Beekman Group is an established firm with a dedication to being true partners to help management teams grow their business.



The header image is a blur of Brooklyn blue, washing the users’ eyes in a creamy, chambray bath of professional cool.



The single page flow is MCU magic, from cover to cover, infusing the wayward brand with movement and vitality, but with an understated, reserved wink. Color us proud.