Folio — Product Marketing Site
A series-B fintech wanted a marketing site that didn't feel like every other series-B fintech. We designed and built an eight-page editorial site for their new product, Folio, alongside the design system that runs the rest of the company.
[ Project name ]
Folio — Product Marketing Site
[ Year ]
2025
[ Sector ]
Software · B2B fintech
[ role ]
Lead designer
[ Scope ]
Marketing site · Design system
[ Status ]
Shipped · Live
About the project
The Challenge
Mercer's product was genuinely interesting. The category it sat in was not. Every reference site the team brought us had the same hero gradient, the same dashboard screenshot, the same "Trusted by" logo wall.
The brief was: how do we earn a second click without lying about what we are?
Our Strategy
We wrote the site like a long-form essay — one argument per page, set in real prose, with the product screens treated as figures inside the writing rather than the show itself.
Less interface theatre. More publication. The dashboard does show up — page four, on its own terms.
3:48
Avg. time on site (vs. 0:42 prior)
+212%
Qualified pipeline, first quarter
38%
Of demo bookings cite the site copy by name
"
"
We asked for a site that wouldn't embarrass us. We got one that does the first call for us.
Priya Saito, Head of Marketing
That was
Ready to
Create Magic?
Studio hours: 09–17 JST