The California-based venture capital firm Fifth Wall has a unique vision to accelerate innovation where the physical world is colliding with technology, in partnership with real estate, travel and hospitality companies that share that vision. To conscript new partners into its mission to create a “built world”—one where the physical world and the intangible world of technology work in harmony—Fifth Wall contracted FINE to design and develop its online platform. Keeping in mind Fifth Wall’s desire for a site that elevated its brand messages as a daring, transformative next-generation venture capital firm, FINE designed the site’s visual language to convey this messaging. A stark yet sophisticated black-and-white design with large, bold typography embraces the idea of “transformative,” while the landing page sets the tone of the site with engaging and high-energy videos of intersections of technology and lifestyle, including a busy shipping yard, curving freeways and fast-moving escalators. Small elements offset the minimal aesthetic of Fifth Wall’s site, such as the animated logo, flame-red text hover animations and animated statistics on the “About” page, and a slick, intuitive navigation matches the modern layout design. FINE built Fifth Wall’s site in Fae, its open-source Ruby on Rails CMS.