In a regulated industry, trust is the product. WiseGold Capital came with a complex custody model — allocated versus pooled inventory, multi-tier governance with independent depositories, AML/CTF frameworks — and a global audience of intermediaries who read in six different languages. My job was to make all of that legible without making it smaller.
Featured projectPrecious metals custody2024
Turning institutional trust into a platform that speaks six languages
The process
Every brand goes through the same five stages. This is how the story unfolded here.
Stage 01
Briefing
A custodian that needed to be understood in six languages
The brief was precise: communicate an institutional custody model — advisory, vault, technology and trading — to intermediaries in different jurisdictions, and keep a Medium-based thought-leadership strategy alive for readers who do not read English. Success meant clarity for a compliance officer and credibility for a family office, in the same page.
Stage 02
Research
Mapping how an intermediary decides to trust a vault
I studied how professional intermediaries evaluate a custodian: what they verify first, which terms trigger doubt, and where competitor sites hide the governance details that matter. That research turned into a content hierarchy where segregation, independent depositories and compliance frameworks appear before any marketing claim.
Stage 03
Branding
A visual system for institutional trust
The identity was tightened into a system that could carry dense information without noise: a restrained typographic hierarchy, a dark institutional palette with a single gold accent, and iconography for the four service pillars. Every page component was designed to look the same in Arabic, Chinese or Spanish.
Stage 04
UX/UI
Breaking a complex value chain into four clear pillars
The information architecture organises the custody chain into Advisory, Vault, Technology and Trading, guiding institutional visitors from the model to the request for platform access. Language switching, comparison tables and the blog were prototyped for six locales before a line of production code was written.
Stage 05
Development
A content engine that publishes itself in six languages
I built an Astro SSR platform with a Node.js backend and PostgreSQL. A cron-driven fetcher polls the Medium RSS feed every 30 minutes, stores new articles and sends them to the Azure Translator API with HTML-aware translation that preserves structure. Locale detection runs in middleware (cookie, Accept-Language, IP geolocation) and the whole stack ships on Azure VMs with Docker, Nginx and automated SSL.
Where it landed
WiseGold launched a multilingual platform that works both as its institutional presence and as its content engine: every new Medium article is fetched, translated into five more languages and published automatically, with millisecond page loads from PostgreSQL. The site became a credibility signal for intermediaries in Latin America, Europe and Asia evaluating its custody infrastructure.
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