Capital group + KKR
My Role
Design Lead · 8 months · 2024–2025
I led the end-to-end visual identity for the Capital Group x KKR Public-Private+ launch — from the initial creative brief through to a fully scalable design system. I was responsible for every visual decision: the co-brand color system, the logo mark, typography, landing page, email campaign, and digital ads.
The "+" in Public-Private+ was my concept. Inspired by how streaming services like Hulu+ signal a premium hybrid offering, I proposed the plus mark as the anchor of the entire brand identity. It was immediately adopted by both firms and became the foundation everything else was built on.
The design system was built modularly from day one — so the same brand language that lives on the landing page scales seamlessly into email, digital ads, and an educational content hub. It's still actively in use and has since expanded to cover additional fund categories.
$100M+
Assets raised, first 3 months
$326M
Multi-Sector+ fund by end of 2025
100 +
Financial firms engaged
the design challenge
Two global investment firms. No shared brand identity. Two design teams with different visual languages. 8 months to launch an entirely new product category. My job as design lead was to build one unified brand from scratch.
Color system
Capital Group blue meets KKR purple — tested side by side until the balance felt right. Neither brand dominates.
The “+” logo
My concept, inspired by Hulu+. A plus sign that signals premium and hybrid in one mark. Both firms connected with it immediately.
Typography
Capital Group's typeface won after comparative testing — more weight options, more hierarchy flexibility across every format.
The system scales
The brand wasn't built for one page. I designed the system modularly from day one — so the same visual language scales seamlessly across every touchpoint a financial advisor encounters.
build to scale
The same brand language built for the landing page scales into a full educational content hub — videos, primers, downloadable guides, and a public-private investment course. One system, every touchpoint.
THE PARTNERSHIP BRAND
Shared values, partner stats, co-brand hero
The platform launched in early 2024, raised over $100M in its first three months, and has since expanded to cover equity funds, retirement solutions, and model portfolios. It's still live today.