Relaunching Just Capital for the Future
Project Overview:
In the fall of 2025, Just Capital needed to undertake a complete rebrand. Known primarily as a rankings and data organization, we were pivoting around our newly designed Just Intelligence platform, which allows companies to benchmark their progress on stakeholder issues against their competitors (anything from worker pay to supply chain management and more), and see in real-time what organizational changes they could make to move ahead of the competition.
In anticipation of the product launch, I was charged with leading the reimagining of the brand. This included a complete visual overhaul, an entirely new website, new digital assets (social, newsletter, email signatures, and more), new document templates, and a marketing launch plan for reintroducing Just Capital.
We had a very short timeline—4 months—to get this done, because it all needed to launch on February 17th alongside Just Intelligence, and cause a big enough splash to start having companies sign up for the product.
To ensure we’d hit the mark, we enlisted a team at Brooklyn Brothers to help us through the concepting stages, and got to work.
Step 1: Creating a New Visual Identity
The first thing we had to do was establish our new brand: including a new logo, color scheme, font, and more. I created the briefs for Brooklyn Brothers and led both our feedback rounds as well as board communications to ensure we received proper sign-off on each piece.
The goal was to modernize Just Capital, to move from something staid to something that was forward-looking and fresh. The three pillars of the rebrand were to convey: insight and intelligence, customer-centricity and engagement, and balance and durability.
In the end, we were incredibly happy with the branding direction we wound up with, and establishing this new visual direction quickly was integral towards creating our new website.
Step 2: Crafting an Entirely New Web Experience
Out With the Old
Our website had originally been created during a time where we were typically putting out new content twice a week, and was designed to emphasize that. But as content production slowed and other initiatives were added to our slate, the website began to be a confusing, outdated mess.
On the left, you can see a PDF of our old homepage, which was a long-scrolling mishmash of different content types. But the site had many additional problems, including other products that were created in subsites that did not match our typical branding.
We needed a completely new direction.
I worked with our tech team and Brooklyn Brothers to create a plan for reimagining Just Capital’s website as a focused, product-forward experience. Because of the tight timeline, the decision was made that Brooklyn Brothers would come up with the design and specs, but it would be up to our tech team and myself to code the new site and port over old elements that needed to remain.
Brooklyn Brothers had two months to deliver us a finalized desktop and mobile design, with our team providing 24-hour turnaround on feedback, and having 1.5 months to code the entire thing.
In With The New
There were three tenets of the new design: Just Intelligence must lead the website, the layout and navigation must be vastly simplified, and everything must now fit as one unified whole. Below is a slideshow of some of our new site (and feel free to navigate it here).
Immediately when you land on the page we show that we’re focused on Just Intelligence with a splash highlighting it on the left, allowing you to sign in as a member or learn more, with a right rail that contains news stories and insights from the product.
As you scroll down (screenshot 2), we have some of our most recent reports grouped by theme—in this case, our AI polling. Going deeper, all sales pages now looked cohesive and unified, with our new branding and design applied to Just Intelligence product itself (screenshot 3), another major (but necessary) endeavor.
Step 3: Planning the Relaunch
The head of tech and myself would lead turnover at midnight on launch night, having a dozen staff members join us to ensure that there were no major bugs or glitches when we went live. I assigned everyone specific sections of the website as well as Just Intelligence to retest to ensure nothing changed on turnover, and while it was a long night, any new issues were squashed before launch morning.
On top of that I also created launch social for all of our C-suite and several board members, a full suite of LinkedIn and Google advertisements, a newsletter announcement, copy for individual outreach, and more to support our comms pieces, like placed Fortune article pictured at the top of the page.
