Woodson Equity

Private Equity Done Differently

Woodson Equity is a new private equity firm – inspired by the spirit of Detroit – that is aiming to do things differently. The Woodson team has 80+ years of investing experience in the middle to lower-middle market, meaning they know the rules, and when to break them. Fortress acted as Woodson’s strategic partner, orchestrating everything from the name of the firm to the firm’s new landing page and everything in between. We are excited for the future of Woodson and the future of Fortress as a private equity agency expert.


Brand and develop Woodson Equity in a way that encapsulates their goals, core values, and technical capabilities, setting them up for acquisitions and partnerships.


Fortress helped encapsulate the spirit of private equity 2.0 by creating a brand and a landing page experience that communicates information to all stakeholders effectively.


The branding process for Woodson Equity began with naming and a Brandstorm: a process we developed to define our clients’ “Hero”, what their challenges and aspirations are, and how the company can present a guiding light for them. In the case of Woodson, the name itself is Detroit-inspired, with a nod to a famous Detroit intersection, Woodward Avenue and Jefferson Street.


The design team presented several compelling logo concepts before settling on one that conveys several themes: first, the mark as a whole looks like a ‘W’ and it features the two upward arrows which tell the story of what the goal of Woodson Equity’s work is: to elevate companies and in turn, elevate communities. Additionally, it resembles the Lotus flower, a powerful symbol in Indian heritage that represents awakening, enlightenment, and emergence – harkening back to the history of Detroit rising from the ashes and blossoming into the great city it was always meant to be.

The Landing page

The new landing page experience for Woodson equity was designed and executed to be people-first, just like Woodson itself. That doesn’t just mean aesthetics (which we also championed), it also means a user-friendly interface, exceptionally fast loading times, and an optimized content strategy that speaks to all potential partners or employees effectively.


Woodson Equity is laser-focused on investing in industries and businesses in transition that require transformation. Their most prominent verticals are transportation and mobility, diversified industrials, retail, consumer & branding, and healthcare. Woodson is also building itself for the future by embracing AI technologies and best practices to optimize operations.


How Does Fortress Tailor Web Design to Align With the Client’s Brand and Identity?

In this case, the design of the landing page was carefully crafted to reflect Woodson Equity’s brand identity, utilizing consistent colors, fonts, and imagery. We ensured that the tone and messaging on the landing page were in line with the brand’s values and positioning, creating a seamless and cohesive user experience.

How has the new brand identity and landing page design impacted Woodson Equity's business?

The new brand identity has helped Woodson Equity establish a strong presence in the private equity industry and differentiate themselves from competitors. The cohesive branding has enhanced brand recognition and trust among clients and stakeholders, ultimately driving business growth and opportunities.

How Long Has Fortress Offered Web Development in Chicago?

Fortress has been in business for over twelve years and web development has been a staple service since day one. We are based in Chicago but work with clients from all over the map.

Does Fortress Make Custom Landing Pages or Use Pre-Set Templates?

Each web project we take on is custom; tailored to the specific needs of the client. We determine those steps in tandem via a kickoff meeting, followed by milestone checkpoints throughout the process.

SENIOR Designer

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      Follow our journey as we continue to help shape and transform brands.


      SENIOR designer

      Full Job Description

      Fortress is a fast-growing digital marketing and branding agency headquartered in Chicago that has worked with clients ranging from global corporations like Nike, Jordan, All-State, Acura, athletes, and celebrities like Kevin Hart, Steph Curry, prestigious universities, startups, and everyone in between. We believe in putting family first, being team players, staying humble, and being obsessed with our clients’ success. We provide a unique and energetic culture that fosters creativity and camaraderie.

      We’re currently seeking a full-time Senior Designer to join the team and work out of our Chicago, IL office. The right person for this position sees the bigger picture while remaining passionate about the details.

      You’re knowledgeable and skilled in Web, Branding, large-scale marketing campaigns, and more. You’re a jack of all trades in creative software, but you also have a passion for design beyond the screen. You understand that great design is in the nuance—that subtle cultural references should be woven into the things you create and every project should be approached with the end-user at the center of it. You love working on a team with diverse perspectives and you’re willing to learn from as well as build up those around you. At the core, you’re a problem solver with a knack for making things look good.


      • Contribute to various projects in web, brand identity, and print across multiple industries
      • Collaborate and ideate with the design and marketing teams, while also giving and receiving feedback on designs
      • Create presentations and asset kits to be delivered to team members, clients, and partners
      • Present your creatives to clients with the ability to back up your ideas, while also being open to new ideas and critiques


      • 3-5 years of experience working in design and digital marketing
      • A strong portfolio with a diverse array of work and a strong foundation in basic design principles (typography, layout, color, UX/UI)
      • Problem-solving and storytelling abilities
      • Multi-tasking and prioritization skills
      • Experience working in Adobe CC and Figma
      • 3D, Animation, Video Editing, and Photography is a plus
      • A collaborative mindset
      • A good sense of your own design and visual style
      • Attention to detail
      • A passion for growth and a never-ending curiosity

      Job Type: Full-time


      • 401(k)
      • 401(k) matching
      • Dental insurance
      • Flexible schedule
      • Health insurance
      • Paid time off
      • Professional development assistance
      • Vision insurance


      • 8-hour shift
      • Monday to Friday
      • Weekend availability

      Supplemental Pay:

      • Bonus pay
      • Commission pay

      Ability to commute/relocate:

      • Chicago, IL 60642: Reliably commute or planning to relocate before starting work (Required)


      • Graphic design: 6 years (Required)
      • Web design: 4 years (Required)


      Apply by filling out the form and someone will be in touch with you.

        Attach Files (Resume, Portfolio etc.)



        Someone from our team will reach out to you about your project soon.