The site
The public face of the firm, rebuilt around the evidence a sponsor needs to see.
- Sections
- Services, transactions, firm, news
- Leads with
- $5B+ transacted, 7–45 day close
- Scheduling
- Calendly, booked in page
Case studiesPelican Realty Capital
Pelican Realty Capital
A capital markets and advisory firm with over $5B transacted, presenting through a dated stock-photo site. We rebuilt the brand and digital experience around its track record, capital relationships, and speed of execution, extending the work through the loan application and the systems behind it.
- Engagement
- Client engagement
- Sector
- Capital markets & lending
- Scope
- Branding, Website, Loan application, Admin systems, Marketing
- Status
- Launching.
What we found
Pelican had transacted over $5B across debt placement, equity structuring, direct lending, and investment sales, and presented through a site built on blurred stock photography and a headline that said nothing. Sponsors weighing where to take a deal had no way to read the firm's scale or speed from what was in front of them.
What we did
We put Pelican's transaction volume and speed to close at the center of the site rather than leading with a generic description of services. The loan application was rebuilt as part of the experience, turning the firm's promise of speed into something a borrower could actually use. Positioning, identity, website, application, and marketing were developed together so the firm presents consistently from first impression through submission.
What we built
More than a website
The system serves two primary audiences: someone applying for financing and someone requesting access to an off-market deal. Each moves through a different path, with Pelican managing both from the same place.
A borrower
- Finds the site
- Walks the application
- Signs and submits
- Lands in the pipeline
- Is invoiced
A principal
- Finds the site
- Sees a redacted deal
- Requests access
- Is verified
- Sees the whole file
The public sitePelican’s side
The application
A federal mortgage form, rebuilt as something a person can finish.
- Steps
- 17
- Standard
- URLA / Form 1003
- Signature
- Electronic, under E-SIGN
- On submit
- Generates a signed PDF
The pipeline
Where the team works the deal, not a copy of the inbox.
- Stages
- Six, from new to closed
- Fees
- Stripe invoice from the record
- Record
- Form, signature, notes
The deal room
Off-market inventory, released to the people entitled to see it.
- Access
- Verified request, one-time code
- Withheld
- Photography, address, pricing
- Managed by
- The firm, in-house
The outcome
The site the firm runs on
The marketing site, loan application, pipeline, and deal room were built as one system. A borrower applies and gets invoiced. A principal is verified and shown the deal. The team manages all of it from the same place.