Someone called Simplicate ...

Our first challege with FirePower was understanding their business model. They’re a bit a quirk in the world of investment banks – a new breed they would say.

Most firms will invest their own money in a business or help find investors for a business – FirePower does both.  At the end of the day though, they primarily help business owners who are looking to sell their business or expand their business, so that’s how we tackled their website.

We worked with them to arrange their content and their case studies in a way that made more sense to their site visitors. We aggresively pushed a user-focused agenda to help get them in the frame of mind to speak to their customers instead of speaking to other financial institutions.

Logo Redesign

We also refreshed their original logo to be a little more modern and a little more consistent with the brand image that their customers and partners would expect from a company of their status.

What our client had to say...

Simplicate pushed us to talk to our target audience
instead of our speaking about ourselves.

Sounds obvious, but in the investment banking and private equity industry, it was not. Rarely has our team been challenged that creatively and productively by a consultant, website or otherwise.

That process helped us to break the cycle of redeveloping our website every year, and ensured our content and messaging made prospective clients comfortable that we were the right choice to work with even before picking up the phone to speak with us for the first time.

Simplicate also redesigned our logo to capture the energy of our brand and we’ve received numerous compliments on it, as well as the website, from a wide range of people in our traditionally conservative industry.

Sebastien Douville View Linked In Profile
Partner & COO, FirePower Capital

By the numbers...

Early in the process, we also identified the speed of their site to be a major stumbling block in how long people stayed on their site. We made sure to move them to a more appropriate hosting company and to make sure their finished site was tuned to load quickly so as not to lose visitor’s attention.


Average number of seconds per page load


Monthly unique site visitors increase


Increase in leads generated through the site

Project recap

A year since the site launched, and FirePower has been able to manage and maintain more of their content than ever before. The business continues to grow, and they’ve even opened a second office in Montreal. The cycle of redesigning their site every year has been broken and we’re currently working on minor incremental improvements to the site rather than starting everything all over again from scratch.


Business & Industrial Markets

Partner Agency

Project Timeline

June – September 2017

Services Used

  • Website Development
  • Brand & Logo Design
  • Copywriting
  • Information Architecture
  • Pardot Integration
  • Salesforce Integration
  • UX Planning & Design
  • Website Design
  • WordPress Development