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New MiddleGround Private Equity Website Gains the High Ground When it Comes to Manufacturing Investment Opportunity

By MVP Marketing + Design | February 7, 2020

Minneapolis, February 5, 2020 – MVP Marketing + Design, Inc., a Minneapolis Digital Agency serving clients throughout North America and worldwide, is proud to announce the completion of a new website for MiddleGround Capital.

Based in Lexington, KY, with offices in New York, NY, MiddleGround Capital is a private equity firm that invests in B2B companies in the industrial and specialty distribution sectors in the Lower Middle Market throughout North America. The firm is uniquely positioned as true operators who have experience working in and managing businesses that range from the LMM to the Fortune 500.

Founded by John Stewart, Lauren Mulholland and Scot Duncan, the firm believes that there is a “middle ground” in every situation where everyone wins. John is a fisherman, who has explored the Florida Middle Grounds, a collection of natural reefs 99 miles NNW of Tampa Bay, Florida, which is accessible to only the most dedicated enthusiasts. A bounty in the form of a plentiful catch rewards those daring enough to make the trip. Likewise, MiddleGround challenged MVP to create a bold new site whose UX, website design and content structure would convey the firm’s unique hands-on approach, in-house operational expertise and friendly hard-working team.

Immersing itself in the world of the industry captains with whom it seeks to sail, the website opens with the firm’s brand essence: “Experienced Operators Investing in the Middle Market” and a captivating factory floor walk-through video that beckons the visitor to explore. For those who want to dive deeper, a fact sheet is immediately on deck.

Said Christen Paras, MiddleGround’s Head of Business Development & Investor Relations, “The new website looks great! It was a pleasure working with the whole team at MVP. I see this as the beginning of an ongoing relationship on behalf of MiddleGround and our portfolio companies.”

MVP’s user experience architects and web designers optimized navigation so that site visitors can visit related sections based on their individual needs, e.g., as a business owner, limited partner, or aspiring team member. The home page itself is effectively a one-page-wonder that entices the visitor to learn more about the company’s Approach, Investment Focus, Testimonials, Team and Portfolio through clear, concise and image rich calls-to-action.

Original iconography and carefully selected imagery serve to engage viewers and ultimately lead them to the firm’s expanding portfolio, which may be filtered by investors seeking add-ons. Likewise, news and blog can be sorted by category and/or keyword search.

Notably, the inviting and distinctive Team section not only provides bios but is supplemented by V-cards, LinkedIn access and portfolio company affiliation. To add additional interest the MiddleGround crew is energized by University of Kentucky Wildcat imagery, which reflects the firm’s hometown roots and team-friendly, win-win attitude.

The entire site is dynamically responsive and optimally resizes for either desktop or mobile interfaces.

Said Dick Weinrib, MVP’s President & CEO, “We’d like to not only thank our friends at MiddleGround but our own very talented team of website designers, developers and project managers who enabled these “Main Street to Wall Street” wildcats to reach the high ground when it comes to differentiating their PE firm from others. Now they can keep their catches fresh through custom designed MVP back-end admin tools that allow them to dynamically update site content and add whole new sections without the need for either programming knowledge or outside support. Bon voyage!

To learn more about the MiddleGround website project, please click here.

About MVP Marketing + Design, Inc.

MVP Marketing + Design is a Minneapolis Digital Agency and Website Design firm that has served Midwest regional, national and international clients for over 34 years. Our smart, eye-catching work pushes marketing, design, and technology to the limits as we propel the brands and stories of our most valued partners.

We are passionate about creating brand equity for clients in Professional Services, including private equity, mezzanine debt, M&A, venture capital, healthcare, law and consulting; Software, including FinTech, MarTech and SaaS; Manufacturing and Logistics, including medical device, foodservice, precision parts and transportation; and Consumer Products, including food, office products and housewares.

Our combination of branding, website design, development and creative services has helped global companies (3M, Medtronic, Ecolab, Lifetime Brands, NAMSA, Aimia, AdvantageData, Esprit, JobBoss, Achieve3000…), Private Equity firms (Cortec Group, Merit Capital, The Halifax Group, Harbour Group, Mason Wells, Origami Capital, Argentum Capital, River Associates, Svoboda Capital, Shoreview…), and M&A firms (Clearsight, Prestwick, PMCF, CoveView Advisors…) achieve digital marketing success.

Award-winning design, innovative functionality, and a “what’s next” mindset have propelled MVP and our clients as we build their brands, promote their products and services, and deliver business growth. We’re pleased to have been recognized for our solution-oriented work by the Communicator Awards, Davey Awards, Hermes Awards, MARCOM Awards and others. MVP is a HubSpot inbound marketing agency partner.

For more information please contact us at info@mvpdesign.com

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