LionTree.com  //  Direction review
LionTree
Direction review

Three cuts.
One brand decision.

Three homepage directions for the LionTree.com rebuild. All three run the same StoryBrand spine — the visionary founder is the hero, LionTree is the guide, "transformations, not transactions" is the throughline. What changes is the color and the mood. LionTree chose Heritage Purple — the two treatments further down explore how far to push the colour.

Direction 01

Editorial Gold

Evolves the JB deck. Warm ivory canvas, black as punctuation, a single brand-gold accent, dramatic B&W lion photography. The luxe, editorial cut — honors the work already in motion.

Merriweather · Roboto  |  wins JB & the luxe instinct
Open the full homepage →
Direction 02 · Selected

Heritage Purple

Honors the brand Syd loves. 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.

Merriweather · Roboto  |  wins Syd & the "one brand" case for Aviva
Open the full homepage →
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
Open the full homepage →
The selected direction · explored

Heritage Purple — dialed two ways.

LionTree chose purple. The open question for July 1 is how much purple. Both share the magazine knockout hero the room loved — a beautiful image with the headline set over it — and differ only in how far the colour is pushed. (Photography is sourced/placeholder, to be swapped for final brag-deck 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 only as a halftone dot screen and accents — not a full duotone.

Open →
Shared across all three

All three cuts ship the same copy structure, the same page system, and the same content. Pick a direction and we carry the chosen skin 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
StoryBrand — founder is hero, LionTree is guide
Imagery
B&W lion / nature motif — no city skylines
Proof
270+ deals · $800B+ · 14 IPOs · $17B+ raised
To source
Brag-deck photography, testimonials, sizzle reel