Dedale website
Private equity teams do not need more information; they need confidence that they can find the right signal quickly. When Software Club became Dedale, its website had to do more than present a new identity. It needed to make dense technology research feel authoritative, understandable and useful to time-pressed investment professionals.
Working with another designer, I shaped the interface system and built the Webflow platform, connecting brand, information architecture and an editorial CMS.
My contribution
UI design · Design system · Webflow development · CMS architecture
The team
2 designers
Year
2025
The rebrand had to clarify the offer
Dedale serves investors who move between market reports, technology ecosystems, due-diligence work and expert profiles. I helped reorganise this material around the questions visitors needed to answer: what Dedale knows, how that intelligence supports investment decisions and why the team is credible.
Design dense information for scanning
The central tension was authority versus accessibility. Removing detail would weaken the expertise; displaying everything at once would make the site unreadable. We used strong typographic hierarchy, modular content blocks and repeatable visual patterns to let users scan first, then move into the level of detail they needed.
Design for Webflow before development starts
I built the Figma UI kit and page templates with Webflow’s layout and CMS constraints in mind. Instead of handing off idealised screens that would later require compromises, components, responsive behaviours and content variations were defined as one buildable system from the start.
Make the content model outlive the launch
I created reusable Webflow components and CMS structures for case studies, market reports and team profiles, including relationships between content types and optional fields for different editorial needs. The team received a CMS guide and training so the site could evolve without depending on a developer for every update.
Protect continuity during the transition
The launch included cross-browser QA, performance and accessibility checks, and redirects from the former Software Club domain. This made the rebrand a controlled migration rather than a visual reset that discarded the value of the existing site.
Outcome
The website launched at dedale.com as the main digital expression of the new brand.
The result was not a collection of fixed marketing pages, but a reusable publishing system. Dedale could structure technical expertise consistently across reports, case studies and team content while maintaining control through Webflow CMS.
The platform has continued to evolve with the business and now presents Dedale’s intelligence product, advisory offer and frequently updated research. For me, the project demonstrates the value of designing and building as one continuous discipline: visual decisions remained technically realistic, and development choices supported the brand rather than merely reproducing layouts.