Hanover Park
The goal
Hanover Park is an AI-native fund administrator, the unglamorous machinery behind $100 trillion in private assets: general ledgers, waterfall math, investor reporting, most of it still run on spreadsheets and late nights. We had three months to make an AI-native alternative feel like infrastructure, not a startup.
The challenge
The buyer is a CFO. CFOs buy fast and skeptical, scanning the page for a reason to say no. If the brand reads like one more AI startup chasing a trend, the meeting is over. The site could not sell excitement, it had to sell reliability in the first ten seconds.
And it ran on a clock. A fundraise announcement set the date, so the build was a running cost-benefit: how long does each piece take, do we accept that time, and does the experience still hold together.
My role
I owned the client relationship and the strategy: how the company shows up to an institutional buyer. I carried the voice of that buyer, a CFO who reads fast, wants proof and is allergic to fluff, and pushed the design team to build for exactly that.
How I approached it
I started from the buyer, not the product. A CFO does not want a tour of features, they want to know you will not lose their money or their reputation. So the site answers the quiet questions first: who stands behind the numbers, where the AI stops and a human starts, what happens when something is wrong. The answer to that last one, a CPA reviewing every AI output, sits front and center. That is the detail that turns "interesting" into "I can defend this to my board."
The visual language borrows from infrastructure, not software fashion. Steady, plain, sure of itself. We used AI to compress the research on an institutional buyer and to hit the fundraise deadline, without letting the speed dent the credibility.
The site could not sell excitement. It had to sell reliability.
The result
A brand and site that read as institutional-grade, so Hanover Park can walk into a room of skeptical CFOs and look like the safe choice.
