03 / 06
Cogent Growth Partners
Redesign of cogentmergers.com using approved services, leadership, and company information.
SmartDesign case study
About the project
Cogent Growth Partners advises on acquisitions, so the site is read by owners and executives evaluating whether to start a private conversation.
The redesign had to work strictly from approved company information, services, and leadership detail.
An advisory presentation where structure and typography do the persuading, and the approved content is easy to navigate.
Scope
- Website redesign
- Service structure and page hierarchy
- Leadership and company presentation
- Editorial typography direction
- Responsive design
Design premise
An advisory voice, set in type. A single deep field, serif display pairing, and a structured service index keep the page calm and senior.
Inside the finished page
Visual system
- Advisory navy#13224f
- Light field#f4f5f8
- Rule grey#c8ced9
- Deep ink#0b1533
- Typography
- Serif display for statements paired with a compact sans for service and leadership detail.
- Grid
- A tall single field with an indexed service list, so scanning and reading both work.
- Imagery
- Minimal imagery. Colour field and type carry the composition.
The full page, top to bottom
Motion concept
Rule wipe down the service index
01 · Trigger. Deep navy field, content held at rest.
Horizontal rules wipe across the field from the leading edge, the serif display settles a few pixels upward as its opacity resolves, and the indexed service rows arrive last in reading order. Each rule is a scaled pseudo element, so no layout is recalculated.
- 01TriggerDeep navy field, content held at rest.
- 02ConstructionRules wipe across the field and set the index positions.
- 03MovementSerif statement settles upward as the rows arrive in order.
- 04Resolved stateIndexed services and leadership detail fully legible.
- 05PurposeThe composition persuades through structure and type. Animating the rules and the index in reading order shows the reader how the approved content is organised before they start scanning it.
How the page was built
01 · Structure
Service index and leadership order defined.
02 · Type and colour
Serif pairing set against the navy field.
03 · Live page
Approved content placed into the index.