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Capitalmind Mutual Fund · 2025

CapitalmindDesigning and building a fund's launch landing pages

The first live pages for Capitalmind Mutual Fund's Flexi Cap and Multi Asset Allocation funds: one brand at two emotional temperatures, designed in Figma and built to production by me.

  • Web
  • Mobile web
Role
Design + build, end to end
Client
Capitalmind Mutual Fund
Timeline
2 months, 2025
The Capitalmind Flexi Cap Fund landing page hero: 'Factor Signals. Human Craft.' on dark violet, with 10,000+ investors, 1,000+ cities and towns and AUM figures, Invest now and Get insights buttons, and an open hand holding up floating factor cards.

Context

Capitalmind is a name most Indian investors know from PMS, AIF, and a decade of writing that earned it a reputation for quant rigour and radical transparency. In 2025 it launched a retail mutual fund, speaking to SIP investors it had never spoken to before. The first two live pages of that launch were the fund landing pages for Flexi Cap and Multi Asset Allocation, and I designed and built both, from Figma to production HTML/CSS/JS, with Claude Code as the build partner.

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The new identity came from an external agency; I was the design lead on Capitalmind’s side and the team’s point of contact with them. It gave me the Ascend C mark and the Win at Life tagline, Royal Indigo, Electric Purple and Veronese Green, Degular for customer-facing type, and two illustration families: isometric for the analytical side, Emotive Hands for the human side.

That split is what let one brand hold two registers. Flexi Cap argues: dark violet, a hand holding up factor cards (Large Cap, Mid Cap, Small Cap, Momentum, Volatility, Quality), and sections that show which factor led each year. Multi Asset reassures: white space, a family on an ordinary afternoon, and the allocation engine explained one asset class at a time.

What I owned

  • Design of both pages, desktop and phone, inside the agency’s identity.
  • The build, Figma to production, with no separate engineering hand-off. A small launch team can’t afford a dev sprint per landing page.
The Capitalmind Flexi Cap Fund landing page hero on the web: 'Factor Signals. Human Craft.' on dark violet, with investor, city and AUM figures, Invest now and Get insights buttons, and an open hand holding up floating factor cards.
Flexi Cap: the analytical register
The Capitalmind Multi Asset Allocation Fund landing page hero on the web: 'Let the world change every day. Leave the allocation decisions to Capitalmind Multi Asset Fund.' beside a photo of a grandfather and father teaching a child to ride a bicycle.
Multi Asset Allocation: the human register

Capitalmind · 15 screens

Results

Both pages went live in 2026: Flexi Cap and Multi Asset Allocation. They run on a landing-page system of their own: they share the brand’s structure, but they’re built to sell, separate from the main website. The marketing team’s feedback was that they landed well, on phones as much as on desktop. I don’t have the numbers: I was employed by Capitalmind Financial Services, the fund’s sponsor, and SEBI rules keep the fund’s data away from the sponsor’s team.

Credits

  • Landing page design and build: myself
  • Brand identity: an external agency
  • Client: Capitalmind Mutual Fund