End-to-end brand, marketing site, and product for a dynamic equity platform
Full brand, marketing site, and product UI for Equity Matrix — a dynamic equity platform that splits ownership by real contribution instead of static 50/50 guesses.
Equity Matrix set out to fix something most startups get wrong and never recover from: how founders split equity. Static 50/50 splits feel fair on day one and turn toxic the moment contributions diverge — a leading cause of co-founder fallout. Equity Matrix replaces the guesswork with a dynamic model where ownership tracks real contribution: the time and cash people actually put in. We built the whole thing — the brand, the marketing site, and the product itself.
The challenge
This was a hard idea to make simple. “Dynamic equity” is a genuinely better model, but it’s also unfamiliar — and anything involving ownership, money, and co-founder trust has to feel credible before anyone will touch it. The brand needed to communicate a contrarian idea (“equal is not always fair”) without feeling gimmicky. The marketing site had to make a nuanced concept click in seconds. And the product had to take something that sounds complicated — continuously recalculated equity — and make it feel obvious and trustworthy to use.
Getting brand, story, and product to say the same thing, in the same voice, was the whole job.
What we did
Brand and positioning. We built the identity around a sharp, defensible point of view — fairness isn’t broken, our equity systems are — and gave it a look that reads as serious and financial without being cold. The positioning does the heavy lifting: it reframes a familiar pain (co-founder conflict) as a solvable systems problem.
Marketing site. We designed and built the site that turns a nuanced idea into a clear, confident pitch — leading with the core insight (“split equity based on real contributions”), then walking a skeptical founder from why the old way breaks to how this works to start your cap table. Conversion-focused, fast, and built to earn trust.
Product UI/UX. We designed and built the product interface itself — the part where founders log contributions, watch equity recalculate in real time, and convert it into an investor-ready cap table when it’s time to raise. The design goal was to make a continuously-changing ownership model feel calm, legible, and dependable.
The outcome
Equity Matrix launched as a complete company — a distinct brand, a marketing site that sells the idea, and a working product behind it — live at equitymatrix.io. One team, one voice, from the first line of positioning to the last screen of the app.