Merit Capital, a leading, Chicago-based middle market Private Equity firm, which has raised over $2.2 billion in capital from an investor base, which includes insurance companies, large domestic and international pension funds, university endowments, family offices and high net worth individuals, acts as both a shareholder and lender. Investing with both management teams and independent sponsors, Merit required a well-balanced site that would support its flexible approach to investing equity capital and subordinated debt. Seeking to leverage their long-term and successful track record as a professional financial sponsor and partner, the firm asked MVP to revamp their dated site and enhance their unspoken value proposition.
To represent Merit Capital’s professional but approachable image, and way of doing business, MVP created a smart, streamlined site that directs visitors to calls-to-action through intuitive navigation. MVP refreshed the site’s visual identity by boldly leveraging the firm’s principle brand color: red. Then, through expertly designed filters, which help investors, intermediaries and business owners quickly find key information, the site delivers both visually and verbally.
Paying homage to Chicago’s vibrancy by leveraging Loop architectural landmarks, such the Chicago Board of Trade, and related area imagery, combined with portraiture of the firm’s partners and modern work spaces, the responsive, CMS and SEO optimized site is outfitted with detailed iconography and subtle animations to sustain user interest.
Expertly designed and transcending template-based solutions through MVP-customized front- and back-end functionality, Merit’s new site speaks volumes to the firm's team, flexible liquidity and experienced partner status.