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BasePoint Capital
www.basepointgroup.com
Brand Strategy
UX/UI Design · Web + Mobile
BasePoint provides asset-based financing to commercial, fintech, and consumer originators. I led the visual rebrand and helped redesign its digital experience—from creative direction and UX/UI to responsive layouts and reusable web components.
BasePoint came to our team for a complete brand refresh and website redesign. The challenge was to make a complex, data-driven business easier to understand while presenting the firm as a modern, reliable, and experienced capital partner.
My role included visual strategy, concept development, UX/UI design, responsive page layouts, and a reusable component library for the complete website.
Defining strategy
The first round focused on how BasePoint should look, feel, and communicate digitally. I began with what makes the company distinct: its close relationships with clients and its commitment to working alongside them as one team.
This led to two central ideas—connection and strength. Rather than presenting isolated moodboards, I developed two complete landing-page directions using typography, imagery, color, graphic elements, and layout, allowing stakeholders to experience each concept as a potential website.
Finding the balance
Stakeholders saw value in both directions. I combined the bold gradients and interconnected geometry of Woven for Strength with the clarity, practical imagery, and structured layouts of Navigators of the Nexus.
The resulting direction felt modern and distinctive while remaining grounded in BasePoint’s role as a reliable, long-term capital partner.
Behind the Build
I extended the final direction across the complete website, including Who We Are, Investment Philosophy, Originator Solutions, Team, News and Insights, and Contact.
Desktop and mobile layouts were designed together using a shared grid, consistent hierarchy, and flexible page templates. This made complex information easier to navigate while keeping the experience cohesive across every screen. The final Figma library brought the brand and digital experience together in one scalable system. Color and typography styles, buttons, forms, cards, filters, navigation, article layouts, and responsive components were organized for consistency and developer handoff.
The system gave every page a shared visual foundation while remaining flexible enough to support new content as BasePoint grows.
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