Desktop viewing: exposed side navigation, prominent hero element, additional content accessible above the fold.
Raising the Bar
Foundation Capital, a bay area venture capital firm, wanted a new website to set them apart from other VC firms. When they looked at their competitors’ sites they saw many of them lacked a nuanced design, good storytelling, and pleasant user experiences. Foundation Capital wanted something patently different: something modern, beautiful, and responsive.
Tablet viewing: side navigation maintained, hero element slightly smaller than desktop, additional content revealed more.
Telling a Story
We focused on designing a site that told their story better and raised the general bar for what a venture capital firm’s website could be. Instead of dwelling on investment policies and procedures, we highlighted the people of the firm, the people they invest in, and the mission that keeps them moving forward.
Mobile viewing: navigation accessible through icon, prominent hero element, UI elements are stacked.
Responsive, Personal, Distinct
To put a face to the firm, we used large, personal imagery throughout; to bring the firm to life, we created interesting layouts that would accomdate narrative-based content. In development, we engineered the site to not only look good across devices, but to perform excellently as well.
The result, according to other venture capitalists, is “hands down the best [website] in the industry.” The site’s responsiveness gives users an amazing experience no matter how they are browsing, and the compelling story based design enables the firm to continue attracting the top entrepreneurs working today.
