Case study
Tyton Holdings
Where Blue-Collar Grit Meets White-Collar Capital
Tyton Holdings isn't your typical private equity firm. They're a strategic family office. That means they're backed by independent capital (not outside investors), and bring their years of experience growing businesses to their investments in essential industries like energy and infrastructure.
They're not just "men in suits" - they're a diverse, passionate group of people who put their energy where it counts — solving problems, unlocking growth, and backing companies they believe in.
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CASE STUDY
02 the problem
The Problem
As Tyton’s portfolio and reputation continued to grow, their lack of an online presence became a noticeable gap. They needed a way to tell their story clearly, reach the right people, and establish credibility from the very first impression.
Tyton Holdings didn’t have a website, so when people searched for them online, they found almost nothing.
With no information online, every new hire, intern, and partner conversation started from scratch. This meant repeating the same information over and over again in every interview, costing valuable time.
Without a digital presence or clear design system, Tyton’s identity wasn’t keeping up with the caliber of the companies they were building and acquiring.
Fig. 02: old home page
03 the goals
The Goals
There were a lot of things we wanted to accomplish with Tyton’s new website, but it ultimately came down to a few key goals:
Build trust and credibility.
Create a site that serves as a validation tool for who Tyton is — clearly communicating their mission, values, and what they stand for to potential partners and hires.
Stand out in a sea of sameness.
Design something completely original — not another templated, corporate-looking "trendy" site. The goal was to avoid the clichés of typical VC and private equity firms and instead build something bold, creative, and human.
Bring the brand to life through motion.
Develop a highly dynamic website experience full of movement, interactions, and engagement — a visual reflection of Tyton’s forward-thinking, tech-oriented approach.
04 discovery
Diagnostics and Discovery
Our discovery process began with a series of in-depth conversations designed to unpack who Tyton is, what they stand for, and what truly sets them apart.
We worked closely with their leadership team to identify key brand themes, and out of that, we developed a comprehensive Brand Handbook: a visual and verbal foundation that distilled everything from their history and culture to their tone, competitive edge, and key audiences.
Fig. 03: discovery whiteboard
Fig. 04: discovery whiteboard
That document became the blueprint for everything that followed — ensuring that every visual, animation, and line of copy reflected Tyton’s hands-on, people-first, and legacy-driven spirit.
05 Logo & identity
Logo Assembly
PharmaMed was decently happy with their current logo, but realized it needed a refresh.
Fig. 05: old Logo
With these things in mind, we set out to refine what the PharmaMed identity could look like, exploring options that ranged from a slight update to a completely new look:
Fig. 06: Logo direction 01
Fig. 07: Logo direction 02
Fig. 08: Logo direction 03
We explored several concepts, but ultimately landed on a version that maintained the integrity and brand recognition of the original logo while updating to have a modern, clean, and more premium look.
Fig. 09: logo before & after
Fig. 10: new logo variations
06 Brandscape
the brand assembly line
While a logo is an important part of a brand, a wholistic brand is so much more. Without the rest of the branding elements, it’s really not as effective as it could be.
The brandscape phase allows us to develop the fonts, colors, design elements, and overall aesthetic of the brand – helping to build out the world of the brand beyond just the logo.
Fig. 11: brandscape
Since PharmaMed is positioned in the pharmaceutical and medical spaces, we knew that we wanted to channel a really clean aethstetic for the brand.
They put a lot of time and energy into making sure that the fit and finish of their custom equipment is as good or better than standard off-the-shelf products, so we channeled that in the overall design for the brand.
We created a look that is clean, straightforward and honest, while also communicating the professionalism and scale that PharmaMed brings to the table.
07 The website
Engineering for Engagement
PharmaMed's old site was lacking content and didn't perform well in communicating the value that they bring to their customers.
Fig. 12: old website
Copywriting
Being that PharmaMed's audience is very technical, having detailed information about them, their process and products was going to be hugely important.
Over a series of meetings, we worked with the PharmaMed team to write all of the copy and key messaging for the website – key headlines, calls to action, sitemap, and page content – everything to communicate the value of what PharmaMed has to offer.
Throughout that process, we always keep in mind what their customers would be looking for when they land on the site.
What questions would they be asking? What problems are they facing? What fears do they have?
With that perspective in mind, we craft the layout of the navigation and content of the site to help get them that information as easily as possible, while also leading them on a journey through the site.
Fig. 13: website before and after
Fig. 14: product page
Fig. 14: home page, mobile
DESIGN & DEVELOPMENT
Even though most of PharmaMed's sales are through sales reps and word of mouth, having a "storefront" online as a way for people to find detailed information to their products and give authority to their business.
This storefront of sorts allows their reps to have a place to go for more information when talking with potential customers.
We worked to build the site in such a way that it would be scannable to a casual viewer, while a more detail-focused viewer can dig into all of the specs they want to see.
08 BRAND media
The Human Element
Many companies today have sterile and faceless brands.
One of the ways we could help PharmaMed stand out was to put a face to the name, and show the everyone the people behind PharmaMed – the folks who make the company what it is.
We collaborated with our longtime friend Abby Andersen and we curated a custom brand photography that could be used across their website and marketing materials.
Fig. 15: pharmamed brand photos
Lights, Camera, Precision
In addition to photos, we also created a brand film that succinctly communicates who PharmaMed is – just 96 seconds – and why someone should consider working with them.
Not only is this used on the website and as an elevator pitch for potential customers, it's also used at their trade show booth to give passersby a quick intro.
A brand film is the perfect statement piece and goes a long way in helping to communicate the heart and passion behind any brand.
Read more about what went into creating the brand film in it's own case study! (coming soon)
Brand Film
Fig. 16: brand film
09 Brand collateral
Design Meets Deployment
A brand is only as good as its implementation.
We were excited to help implement their new brand across their entire organization.
From email signatures and business cards, to company handouts, tradeshow banners and product literature, we worked to create a cohesive brand that would truly stand out.
Fig. 17: COmpany brochure
Fig. 18: business card
Fig. 17: tradeshow backdrop
10 the results
Performance Metrics
We're incredibly proud of all of the work our team was able to do for PharmaMed and we've been so excited to see the amazing growth that PharmaMed has achieved since the rebrand.
Not only did the new site and branding give them a more authoritative position within the market, but it also helped them to continue to refine and have a better handle on who they are as a company, what they stand for, and how to communicate that to their customers.
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