Garnett Station Partners (GSP) backs everyday entrepreneurs from small communities all across the nation, not just the major cities and market hubs.
Project Overview
GSP was born out of an unlikely challenge: turning around 23 struggling Burger King restaurants. That's the task childhood friends Matt and Alex took on after reconnecting post-business school, and the scrappy, hands-on mentality it demanded became the foundation of the firm they went on to build.
Challenge
As the firm 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 positioning, carried through the messaging and video content. It's also a natural extension of GSP's own origin story that provided distinct differentiation.
(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 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 we discovered Alex and Matt’s inseparable nature and how they’re rarely seen taking a meeting without the other, we saw an opportunity to showcase just how much of a package deal they really are. We designed an interactive duo profile for the pair that lives up to the in-person experience.
