garnett station partners
Garnett Station Partners (GSP) backs ambitious entrepreneurs from communities all across the nation, not just the major cities. We set out to create a refreshed brand identity and website experience that proves America is still the Greatest Frontier.
GSP isn’t your typical private equity firm, and neither is its origin story. The firm was founded by childhood friends, Alex Sloane and Matt Perelman, who later reconnected post-business school with a singular challenge at hand: turn around 23 ailing Burger King restaurants.
Fast-forward over a decade later, the firm now invests alongside entrepreneurs in the franchise, multi-unit, consumer, and business services sector. The firm had grown up significantly since its salad days, but its digital presence had some catching up to do.
Wireframing (or as we affectionately call it, “drawing rectangles”) is an integral foundational step for any website redesign.
Our goal with this redesign was to craft an experience that carried a level of professionalism but also felt like you were sitting down for a conversational chat with the team. The new design uses engaging videography and stills to showcase what the portfolio offers, while letting the brand voice and playful touches across the site embody the team’s confident and spirited energy.
The entire site works to bring to life GSP’s scrappy, yet polished approach, helping prospective entrepreneurs not only understand what GSP has to offer, but what to expect from their character.
These are some of our favorite moments:
The investment world is notorious for jargon and complexity. GSP’s candid FAQ breaks down barriers by answering the questions entrepreneurs commonly ask about the PE process, but in a way that feels like you’re actually talking to a human.
The new design emphasizes ease of use. Rich content, like portfolio case studies, are intentionally nestled into the portfolio grid, putting real results where users intuitively visit to learn more.
When we discovered Alex and Matt’s inseparable nature and how they’re rarely seen taking a meeting without the other, we saw an opportunity to showcase just how much of a package deal they really are. We designed an interactive duo profile for the pair that lives up to the in-person experience.
Our origin story? We were rejected by every franchisor we approached—except one. In 2013, our journey started as Burger King franchisees. The rumor across the system was we were related to the King himself—we aren’t. We rolled-up our sleeves, we made mistakes, and we figured out just how hard it is to build a business. We were operators first; the investment firm came next.
