OverviewDefined the early product strategy, positioning, and user experience for CapeZero’s clean-energy finance platform, enabling early customer acquisition and fundraising.
Challenge
CapeZero’s aim is to make renewable energy tax equity modeling more accessible. As they were gearing to launch their product, they needed a brand that represented their tech-driven approach to modeling in a space dominated by Excel and big banks.
My role
I led this effort end-to-end for a year and assembled a team composed of a designer, a strategist and a writer.
Research & positioning
We conducted customer and partner interviews as well as a competitive review of the space and, based on CapeZero’s strengths, identified key opportunities for differentiation. By leveraging a systems-approach to tax equity transactions, they can streamline foundational financial modeling elements and create a market standard to facilitate decision-making and drive efficiency.
0→1 product strategy & experience
I partnered with CapeZero’s CEO to define the initial product strategy—identifying the highest-value use cases, clarifying the product’s value proposition, prioritizing early workflows, and designing the core user flows that structured the first version of the platform.
Visual design
We designed an identity that represented the technical innovation and also projected reliability —critical for for financial companies. We defined the brand’s visual elements, typography, imagery and iconography. We leveraged natural landscapes as a backdrop to remind viewers of the urgency of making renewable energy finance more efficient.
We designed key touch points including the website, digital communication and conference materials. We created brand guidelines and social media, presentation and other communication templates to facilitate implementation and roll out.
Design system + Figma Make
We created a design system, adding guidance at the component level. We then exported the library of asset to Figma Make to augment the internal design team’s capacity.
Project Team
Dyanis De Jesus, Catherine Leelong, Cort Tafoya, Maria Valdes, Sylvia Vaquer
Manish Hebbar, Chief Executive Officer, CapeZero