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Aranda Capital
Brand Strategy
UX/UI Design
Web + Mobile
Aranda Principal Strategies is a global private credit platform wholly owned by Temasek. Its name comes from the Aranda orchid, a Singaporean hybrid that reflects the firm’s roots.
Aranda Principal Strategies came to our team to create a distinct brand identity and digital presence for its global private credit platform, wholly owned by Temasek. The challenge was to introduce Aranda as a new entity while carrying forward the institutional strength, experience, and proven track record behind it.
The brand and website needed to stand apart in a crowded market, clearly communicate Aranda’s hybrid model, and express what borrowers value most: certainty, speed, scale, flexibility, and long-term partnership. The primary audience was borrowers, followed by sponsors, partners, prospective talent, and future capital partners.
Defining strategy
Because Aranda takes its name from an orchid and operates across Singapore, London, and New York, I explored how environment, architecture, and culture could shape a meaningful visual identity. I developed three strategic creative directions, each offering a different way to connect Aranda’s Singaporean roots with its global presence.
Balancing ideas
For the final direction, we combined the distinct architectural character of Singapore, London, and New York with the organic forms and color palette of the Aranda orchid. The contrast between structural precision and botanical growth created a visual language that felt disciplined yet adaptable—rooted in Singapore while reflecting Aranda’s global presence.
Behind the Build
The final website grew through months of exploration—three creative directions, evolving ideas, visual-system studies, and countless refinements across desktop and mobile.
The Figma file captures the parts a polished website rarely reveals: experiments, discarded directions, reusable components, and the many decisions that carried the idea from orchid and architecture to a complete digital experience.
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