Fractional CFO Brand Transformation
Alexander Prins
Cascata Group
Brand Identity & Landing Page Design
Positioning a professional services solopreneur to win new business, present with confidence, and grow their reputation in the industry.
Client Type: Fractional CFO
Industry: Real Estate / Development
Scope: Brand Strategy, Brand Identity, Visual System, Framer Landing Page Copy, Design and Development, Marketing Collateral
The Challenge
Cascata Group is a financial partner for real estate developers, offering outsourced CFO services. Their original branding didn’t clearly show their expertise—or help them stand out in a crowded market. They needed a professional brand identity and website that built trust and made it easier to attract new clients.
The Solution
We created a brand identity that reflects Cascata’s unique mix of clarity, strength, and strategy. Inspired by the idea of a financial “waterfall” in addition to "cascata" meaning waterfall in Italian - the founder's heritage - the new design system combines structured typography with sharp, layered visuals that nod to capital stacks and deal flow. We paired this with a modern, easy-to-navigate landing page that clearly explains their services and establishes credibility with investors, lenders, and developers.
Logo and Wordmark Process
Layered Fluidity
Cascading Flow
Structure
Cascata Group logomark
Custom wordmark
Wordmark
Wordmark and Logo lockup
Full lockup with tagline
Logo alternate for contextual responsivity
Color pairing examples
Typography, Imagery, Visual System
A refined visual system with confident, fluid typography and a grounded palette—designed to communicate trust, intelligence, and precision.
Website section concept / hierarchy example
Mobile context example
LinkedIn profile mockup
Framer Landing Page
Design & Development
Client's previous website
Lack of any brand identity, generic messaging, no clear distinction in the market, no action-oriented CTA.
Poor user experience - cognitive load issues (too many options), no details, very little information hierarchy, not engaging or captivating.
The homepage introduces Cascata as a strategic liaison for real estate finance, with messaging crafted to build credibility from the first scroll.
Custom navigation bar and micro-interactive elements.
Clear, digestible service breakdowns help potential clients quickly understand how Cascata supports each stage of a development project, with clear CTA buttons leading to opportunity for in depth case studies.
Designed for clarity, with smooth navigation and focused CTAs.
The Outcome
With the new brand and landing page, Cascata Group now has a digital presence that matches their high-level financial work. They’re better positioned to win new business, present with confidence, and grow their reputation in the industry.
I delivered:
• A bold new logo and visual system rooted in real estate finance
• A refined color palette and font system to build brand consistency
• A conversion-optimized Framer landing page with strategic messaging and clear service breakdowns
• Optimized mobile experience and strong calls-to-action throughout
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Posted Apr 10, 2025
I created a professional brand and landing page that builds trust and makes it easier to attract new clients.
