Content Architecture & WordPress Build

Evergen Equity is a real estate investment firm specializing in multigenerational private real estate investment for family offices and accredited investors. Two problems drove the build: a dense six-step investment process that needed to be legible to a decision-maker on first read, and the absence of a content structure the team could maintain as the firm grew.

Lead UI designer and project coordinator, working with the creative director and development team across design, content architecture, and implementation.

Organized the six-step investment process — Strategize, Source, Diligence, Acquire, Asset Manage, Recapitalize/Dispose — into a visual flow with custom iconography, turning a dense sequence into something scannable

Structured page hierarchy around audience pathways: investors, and professional partners

Prioritized clarity over ornament, matching a conservative and detail-oriented reader

WordPress, so the client's team could manage content without a developer

Responsive across devices

Clean semantic HTML with optimized images

Cross-browser tested against the target demographic's common browsers

Established the firm's digital presence and a WordPress foundation its team has published into since. The company has since expanded its team and entered the California market.

In categories where the reader is conservative and sophisticated, restraint is the persuasive move. The clearest thing on the site was the process diagram — not because it was elaborate, but because it made something complicated legible in one pass.