Branding, visual identity and website design for a New York-based private equity firm.

Right Pedal is a New York-based private equity firm aiming to modernize financial services by partnering with founders who share their vision to change the industry. As Creative Director at SmallGiants, I led the creative team in developing and extending the firm’s core identity across a new website that reflected the company's message of being a new face in the crowded market of private equity firms, with a lighter and less corporate feel to the competition, complete with animations and videos to support the messaging and bring the value proposition to life.