TPG, a leader in the alternative investment industry, manages assets across its private equity, real estate and market solutions platforms. Specializing in leveraged buyouts, growth equity and impact, TPG’s private equity teams identify as transformational investors, focused on driving meaningful long-term value and helping clients become healthier, more strategic and more growth-oriented through their partnership. To help bring this differentiation to a compelling brand and digital experience, TPG tasked 50,000feet with redesigning their corporate website and bringing consistency to their brand identity.


At the core of TPG’s investment strategy is the company’s team alignment to sectors. With this structure in place, TPG can build deep insights and industry relationships in each sector, while allowing for team members to leverage ideas and intellectual capital across all company sectors. Before working with 50,000feet, these individual sector or product teams all managed TPG’s digital presence in different ways, with larger teams using sophisticated microsites that they had commissioned while smaller teams had to rely on the corporate site’s rigid design template. Our partnership enabled TPG to move from siloed digital executions to seamless enterprise-wide digital management and helped them communicate their unique value proposition. 


The redesigned website complements the strong existing team microsites while transforming the visual expression, depth of content and usability of product-level pages for all stakeholders.


To strengthen the website’s visual language, 50,000feet selected Maison Neue as a contemporary evolution to TPG’s typographic approach. Its sophistication, cleanliness and neutrality is appropriate to TPG’s role as a financial services company and in appealing to their most prominent sectors of healthcare and technology. Building on TPG’s existing palette, 50,000feet introduced tints and shades as well as a striking cobalt blue to contemporize the visual identity system. To integrate high-quality photography across the website, we curated images of various locations and sectors shot from overhead to suggest TPG’s holistic and strategic view of the markets. We also emphasized repetition and texture as a way to reference growth potential and multiplicity.


To create an intuitive and impactful client experience on the website, 50,000feet conducted an audit of content structure and user journeys, gaining the insights needed to inform, consolidate and streamline the site’s architecture, improve its accessibility and simplify its navigation. Added pages including DE&I and ESG focus areas allowed TPG to communicate their values more transparently and effectively at the corporate level. Ultimately, these enhancements have improved TPG’s ability to maintain the website easily and consistently. 


To learn more about TPG, explore the website.