Garnett Station Partners (GSP) is a private equity firm that backs everyday entrepreneurs from communities all across the nation, not just the major cities and market hubs. This project set out to build an experience that showed just how far the firm founders have come from their own salad days.
Project Overview
GSP isn’t your typical private equity firm, and neither is its origin story. The firm was founded by childhood friends, Alex Sloane and Matt Perelman, who later reconnected post-business school with a singular challenge at hand: turn around 23 ailing Burger King restaurants. The scrappy, hands-on mentality in this early journey became the foundation of the firm they went on to build.
Challenge
Fast-forward over a decade later, the firm now invests alongside entrepreneurs in the franchise, multi-unit, consumer, and business services sector. As GSP grew and professionalized, its digital presence hadn't kept pace. The objective was to close this gap, building a web experience that felt polished and credible while still capturing the energy, transparency, and humanness that makes them different.
Favorite Bits //
These are the delightful moments of the project that make it special
(01) The American Dream Lives On
GSP believes in the American Dream and the everyday entrepreneurs they back. Making those entrepreneurs the hero of the story became a core part of the new brand positioning, and was carried through the messaging, photography, and video content. It's also a natural extension of GSP's own origin story that provided distinct differentiation in the market.
(02) A Scrappy Brand Voice
"Scrappy" surfaced during discovery as the idea to anchor GSP's brand elevation. Not to be confused with rough or unpolished, the brand voice is confident, resourceful, energetic, and honest, which is a breath of fresh air in the PE world. I carried the brand voice across every touchpoint, including headlines, microcopy, case study writing, and the video direction.
(03) A FAQ to Clear Up Confusion in the Investment Space
The investment world is notorious for jargon and complexity. GSP’s candid FAQ breaks down barriers by answering the questions entrepreneurs commonly ask about the PE process, but in a way that feels like you’re actually talking to a human.
(04) A Duo Profile For Firm Founders, Matt and Alex
When I discovered Alex and Matt’s inseparable nature and how they’re rarely seen taking a meeting without the other, I saw an opportunity to showcase just how much of a package deal they really are. The result is an interactive duo profile for the pair that lives up to the in-person experience of meeting them.
