DISCOVER PROJECT
The Carlyle Group
Built for Private Equity
Strategy, systems, and a live rebrand
2026
The Ask: The Carlyle Group was rebranding and needed a website that could speak to three completely different audiences (institutional investors, financial advisors, and portfolio companies) without losing any of them. The existing site sent users into dead-end links, hid thought leadership behind PDF downloads, and presented Carlyle's most valuable asset, its insights, with no unifying logic.
SERVICES
Strategy, Interaction Design, Wireframing, Design Systems, Creative Lead
The Solution
UX Strategy Creative Direction Design Systems Wireframing & Interaction Design Stakeholder Facilitation AI Experience Concepting Design-to-Dev Handoff
A unified carlyle.com that launched on time with the new brand.
Three audiences, one experience A scalable design system across 112 pages Stepped up mid-rebrand as UX and Creative Lead AI layer designed and ready for Phase 2
An Audit That Surfaced the Real Problem
Before any design work, I audited the existing carlyle.com. The issues weren't cosmetic. Links throughout the site created disorienting dead ends, thought leadership lived offsite as PDF downloads, newsletter signups were inconsistent, and there was no unifying logic to how insights surfaced. For a firm positioning itself as the expert voice in private equity, the experience didn't match the reputation.
Discovery That Earned the Roadmap
I ran a structured discovery session across four areas: competitor landscape, user goals and KPIs per persona, content strategy and publishing workflows, and performance insights including traffic and device patterns. Those findings became the foundation for every design decision that followed.
Great design isn't just what it looks like — it's how it holds up under pressure. On this project that meant making fast, confident decisions without a finalized brand, designing for three audiences at once, and building a system that would scale long after launch.
A Concept Built for What's Next
Alongside the core redesign, I pitched an AI-powered experience layer that dynamically adapts based on user persona and behavioral signals. We wireframed two parallel directions, one for MVP launch and one for the AI vision. The client chose to hold AI for Phase 2. The concepts are fully designed and ready to build.
Product Images
What I'm most proud of on this project isn't the live site or the design system. It's the dedication it took to get there. When senior teammates transitioned off at the start, I stepped up without hesitation, took on UX and Creative Lead, kept the work moving, and kept the client relationship strong. The brand wasn't final, the timeline was tight, and the scope was massive. We made confident decisions, learned as we went, and never lost sight of delivering the best possible experience.
Client's Message
"She can come into the room, understand everyone's POV and make sure everyone feels heard and understood. And then she thoughtfully designs with everyone's perspectives in mind."
— Allen P., The Carlyle Group
