Designing the public face of an institutional-grade gold investment platform — for three very different audiences, each with their own definition of trust.
Context
Argo serves private wealth clients, institutional investors, and businesses embedding gold into their products. Each group arrives with completely different questions, trust signals, and decision-making contexts.
The design challenge wasn't visual — it was information architecture. How do you speak to all three without diluting the message for any of them?
Private Clients
HNW individuals — want reassurance, premium service, proof of legitimacy
Institutional Investors
Funds and family offices — sovereign-grade storage credentials
SaaS Partners
B2B companies embedding gold — API docs, reliability, support
Design approach
Every decision evaluated against: does this make a sophisticated investor trust us more or less? That meant editorial serif typography, warm cream palette, press coverage above the fold, and navigation built around audience type — not product features.
"Press mentions above the fold isn't just social proof. For institutional investors, it's a credibility gate."
Takeaways
I'm open to senior and lead product design roles. Let's see if we're a good fit.