crowdsurf
website and product design to take crowdsurf upmarket.
Crowdsurf is an investing platform. You invest in individuals over a 10 to 15 year period and own a share of everything they build. Big-ticket bets on people.
The audience is harder than most. Crowdsurf has a dual ICP. Accredited investors who need to see a credible, trustworthy platform before they wire real money. Founders who need to see something exciting enough to want to be on the platform in the first place. The site has to do both jobs at once.
We took on the website, the product flow, and the copy.
Exploration
We started by exploring the futuristic direction the brand was leaning into. Dark themes, sharp edges, crypto-adjacent visual language.
The work was on brand for one half of the audience. Accredited investors with serious money to deploy are not the people drawn in by crypto aesthetics. The visual language signaled risk where Crowdsurf needed to signal credibility.
So we shifted. Off-white background. Geometric illustrations. Cleaner typography. The futuristic feel stayed in the details, not the surface.
That decision shaped everything that followed.
Website
A full website redesign and development in Framer.
before / after
We wrote the copy. The hero frontloads the real upside of the platform. Not investing in any individual, but investing in the next big one. The supporting line names the specific structure, a share of everything they build over 15 years, because specificity builds trust where vague claims kill it.
The hero became the iconic moment of the brand. A single visual built to be screenshot, shared, and remembered. The kind of visual that turns a website into a marketing asset.
The rest of the site addresses the dual ICP head-on. Sections written for investors sit next to sections written for founders. Both audiences see themselves on the same page without either feeling like an afterthought.
We used the rule of three across the page to communicate the platform's value without overwhelming the visitor. The social proof line invites investors to join the community instead of just naming a user count. Belonging over numbers, with authority bias doing the rest.
Product
We redesigned the entire product flow.
We rebuilt every flow. The investor dashboard now leads with the portfolio view. What you own, what it's worth, what's happening with it. Discovery, deal flow, and account flows all sit where investors expect them to. Familiar UX patterns throughout.
The product carries the same restraint as the website. Off-white, geometric, considered. An investing platform that looks like one.
A website and product designed for both halves of a difficult audience. Credible enough for accredited investors. Exciting enough for the founders being invested in.
