Redefine Ventures is an angel investment fund that doesn’t follow typical investment categories or formulas. Their investment approach casts a wide net to capture waves of innovation as they emerge across verticals, while keeping a methodical focus on companies poised to make a generational impact.
Redefine Ventures leverages years of research and experience in product and business development, entrepreneurship and human behaviour to identify the companies with the greatest opportunity for success. Previous investments include Tesla, Restoration Hardware (RH), Xiaomi, Square and Astra.
Wunderdogs came on board to help Redefine Ventures create their new website, working together with our sister agency 4th & King.
Our aim was to create a website that would bring the fund’s daring and bold ethos to life through impactful visuals and animation with a striking, yet clean overall design.
We carefully constructed sitemaps and wireframes and worked closely with the Redefine team to create an intuitive content hierarchy. We needed the type of investments, companies invested in and how to get in contact to be the primary focuses on the website.
The next challenge was to create a consistent look and feel across on the website. We closely reviewed all brand elements of Redefine and created unique UI elements which would help convey the brand style without causing any visual or functional problems for the users.
Redefine’s website is a great example of modern design that includes strong imagery/video, clear CTAs, parallax scrolling, and mouseover interactions. This is combined with plenty of white space to create an organized look and feel and the introduction of bold typography to guide users to their destination.
Videos on first screen
Every page of the website has a video relating to an area of business which Redefine invests in. These videos create a better understanding of Redefines capability and also increases engagement and excitement for users. Using colour filters from the brand palette helped make the videos more unique and ownable.
We introduced parallax scrolling throughout the website. As the user scrolls, different layers of content and elements move at different speeds creating a dynamic effect so that each page feels unique.
We ensured that the imagery used on the website was carefully chosen to match the values of Redfine. Coloured overlays were introduced to enhance brand connection throughout.
Overlapping imagery and elements
We used unique design styles of overlapping imagery, text and patterns to create a more effective look and feel for sections on the website. The idea behind this look was the values of Redefine of connections, relationships and collaboration.
To reflect the growth of Redefine Ventures, the creation of a website that solidified their position as an established fund was vital in setting up for future success. The use of considered design and user centered experience reflected their investment approach. As a result, Redefine Ventures now has a site that provides a platform for progress while effectively expressing their brand ethos with confidence and style.