MiddleGround Capital:
From Lexington, KY, to New York City New Private Equity Website Gains the High Ground When it Comes to Manufacturing Quality

PROJECT CHALLENGE

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.

PROJECT SOLUTION

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.

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.

The Catch: MVP’s MiddleGround website launch enables these “Main Street to Wall Street” wildcats to reach the high ground when it comes to differentiating their PE firm from others while keeping their catches fresh through custom 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!

Client Take

“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.”

Christen Paras, Head of Business Development & Investor Relations

Services
Website Design & Development
Video & Photography
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