LionTree.com  //  Direction review
LionTree
Direction review

Four cuts.
One brand decision.

Homepage directions for LionTree.com. Every direction tells the same story: the visionary founder is the hero, LionTree is the guide, and "transformations, not transactions" is the throughline. What changes is the color and the mood. The Heritage Purple treatments below explore how far to carry the colour, and Atelier presents the story as a fullscreen, immersive experience.

Direction 01

Editorial Gold

Warm ivory canvas, black as punctuation, a single brand-gold accent, and dramatic black & white lion photography. The luxe, editorial cut.

Merriweather · Roboto  |  warm · editorial · luxe
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Direction 02 · Selected

Heritage Purple

A white, airy canvas with a modernized LionTree purple: a distinct, ownable color in a sea of black-and-gold finance sites. Unifies the main site with the LT Weekly Update under one brand.

Merriweather · Roboto  |  airy · ownable · one brand
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Direction 03

Laurel

Gallery-white and airy. Black ink with olive accents, the lion-laurel mark blown up as a translucent watermark, and grain-textured gradients drawn from the olive branch wreathed around the lion. The calmest, most modern cut.

Merriweather · Roboto  |  logo-led, photography-light
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The selected direction · explored

Heritage Purple, dialed two ways.

Two treatments of the selected palette. Both share the magazine knockout hero, a beautiful image with the headline set over it, and differ only in how far the colour is carried. (Photography shown is placeholder, to be replaced with LionTree assets.)

Full purple

Heritage Purple

Purple-graded imagery and full-strength purple bands. The richest, most saturated read of the brand.

Open →
Less purple · halftone

Purple Halftone

Black-and-white photography, with purple entering as a fine halftone dot screen and in the accents.

Open →
New · fullscreen

Atelier, the immersive cut.

A fourth direction that presents the story in a fullscreen, immersive way. Heritage Purple with tasteful gold, built around three signature moments: a fullscreen takeover menu, a rotating hero set in type and motion, and the firm's businesses with their case studies in one horizontal bar above the fold.

Direction 04 · Fullscreen

Atelier

Full-viewport chapters, one idea per screen. The menu opens as a moment of drama: the laurel grows around the lion and locks into the mark. Copy is condensed, a Purpose chapter carries the why, and contact is one elegant email address. Open the menu; it is the signature interaction.

Merriweather · Roboto  |  immersive · crafted · quiet luxury
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Shared across every direction

Every direction shares the same story, the same page system, and the same content. Choose one and we carry it through every interior template: Our Platform, Experience, Leadership, News, and the LT Weekly hub. The differences are purely color, texture, and mood.

Logo
Official LT vector, recolored per direction
Type
Merriweather display · Roboto body/UI
Story
The founder is the hero; LionTree is the guide
Imagery
The lion and the natural world, in black & white
Proof
270+ deals · $800B+ · 14 IPOs · $17B+ raised
Awaiting
LionTree photography, testimonials, film