Adams Street’s Unparalleled Digital Presence

Adams Street Partners is a global private equity investment management firm with over 40 years of experience and over $25 Billion under management. Their new digital home cements their place as a premier firm, with a personal interest.

In a structural nod to the firm’s custom, forward thinking approach, the site is fully responsive across a range of today’s viewing devices from mobile to desktop. So whatever path you choose, it’s always a great experience with Adams Street.

Industry jargon and puffery are nowhere in evidence. Instead, clear, concise “snackable” content tells the story without the smoke and mirrors. A 40-year timeline, and dedicated tiles for their global office locations provide other opportunities to minimize content and make it more visual and approachable.

Persona-Driven Approach.

Refining and simplifying the information architecture provided the opportunity to isolate and elevate core brand tenets. The company’s approach is customer-customized, and their new site reinforces that idea both overtly in copy, and with more subtle cues like an intuitive design with a persona-driven navigation.

Launch Site
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The dense, word-rich design of so many professional services firms is replaced here with a more open, light, and friendly visual approach for Adams Street.

Launch Site

The Focus On Service

A carefully crafted imagery style keeps the people-focused, personal feel of this employee-owned firm at the fore, and carries through an approachable, real style from home page to partner profile pages.

Large, stylized partner pull quotes at the bottom of each page give you a sense for the firm’s thinking and personality.

“What was clear from the outset was that FINE had a level of understanding of our industry that was unmatched by the other firms we considered. FINE’s creative ideas were superb. They helped us create a digital strategy, not just build a website. It was a very collaborative process and we are extremely pleased with the results.” — Martin Gawne, Partner & Manager of Communications