Lightbank is a young, nimble and wildly successful venture capital firm that's always on the hunt for the next big idea. Having previously partnered with them to do some branding and digital work for a few of their portfolio companies, they turned to us when the time came to redesign their site.
As always, we began by defining our audience, in this case smart, urbane professionals in the crazy fast-moving start-up space. Knowing they'd be looking for a quick 'n dirty overview to Lightbank's philosophy and straight-shooting approach, we developed a super streamlined navigation and long-scrolling, single-page site. Visitors can move seamlessly and efficiently through the company's story and find exactly the information they need, when they need it.
Rather than create a new identity system, we refined elements of their existing brand, adding small, high impact details like a subtle gradient and guilloche pattern to bring a touch more dynamism to the core color palette. We built a few clever features, like pop out boxes for team member bios, to offer readers the choice of additional information without making them lose their place in the site.
Finally, we implemented a well-structured, easy-to-follow content hierarchy, using type and color to signal different kinds of information, keeping everything legible, meaningful and easy on the eyes, no matter the device.