Strata Capital Partners

The full site had to do several things the placeholder could not. Strata needed their three equity strategies laid out, a route through to the client portal, a contact process that qualified enquiries without feeling like a form, and a place to publish. They also had a practical problem worth naming: the word Strata is common in Canadian business, particularly in property management, so the site had to establish quickly and unambiguously that this is Strata in Calgary, Alberta.

We drafted the site's copy and Strata revised it, which turned out to be the right division. We could hear which parts of the kickoff conversation were doing the persuading, and they could correct the substance and the regulatory language. The result avoids industry jargon almost entirely, which was one of their firmest instructions. They did not want a glossary on the site, because they did not want language that would need one.

The homepage opens on the candlestick field, then moves into the geological idea directly, pairing a photograph of sedimentary rock with a short statement about how layers record the conditions that made them. The photography is licensed rather than commissioned, and we art directed the selection tightly toward badlands and exposed rock faces in warm light, close enough to the palette that the images read as part of the system rather than as decoration.

Below that sits the part of the site the firm uses most actively. Their sector allocation appears as a proportional bar with a legend, a holdings count and an "as at" date, all maintained by Strata's own team through the CMS. The numbers are current because the people who know them can change them without calling us. The insights section launched with market commentary alongside plain-language explainers on RRSPs, TFSAs, FHSAs and RESPs, which puts the education-first posture they described at kickoff into practice on day one.

The details we are fondest of are small. The footer carries a live clock set to Calgary time above the street address, which answers the location question in a way that a line of metadata cannot. The contact form asks about investable assets in ranges rather than exact figures, so the question does its work without being intrusive, and submissions route through Resend into an inbox rather than into a dashboard nobody checks. Before launch we went block by block through every page at every breakpoint, which surfaced a dozen small problems that would otherwise have arrived as complaints over the following months.

The site is built with Next.js and Payload, deployed on Vercel, and it launched on May 11, 2026.

What Strata has now is a visual language that belongs to them rather than to their category, and a site their own team keeps current. The firm people meet online is the one that sat down with us in October.