Responses by Ian Ernzer, global brand director, Butchershop
Background: Lightspeed Venture Parners needed a website that embodies what the early stage venture capital firm stands for and the unique value it provides to founders—and to clearly reflect its status as a top-tier firm and differentiate it from the dozens of other VCs in Silicon Valley. Lightspeed’s audience continues to grow from first time CEOs to seasoned founders with a strong track record.
Highlights: A unique portfolio filtering system that showcases not only different companies’ teams and their histories, but also the Lightspeed team’s biographies as well. Regarding the design elements and style, we transformed the brand’s identity using a bold, editorial and iconic approach that captures the joy of hard work and dedication to the craft. Bold colors are used subtly, and approachable photography emphasizes the heart that defines Lightspeed.
Challenges: One of the biggest challenges was developing the unique filter system for the portfolio section. Lightspeed has worked with hundreds of companies, so we needed to figure out an easier way for users to browse, whether by name, enterprise, consumer companies or by categories. Another challenge was developing the site to ensure everything was fast and functional for a fast and seamless user experience.
Favorite details: The composition and layering of the site’s visual elements creates a modern feel that is flexible and strong enough to withstand changes in future design trends. It reflects a lot of Lightspeed’s philosophy around business and relationships, and the subtle animations add personality to make the site an enjoyable experience for users.
Navigational structure: We know what people are looking for when they visit Lightspeed's website, so we designed for the user and prioritized the important pages—like who is on the Lightspeed team, what makes Lightspeed one of the top VC firms, and who they have invested in.
Approach: We were reminded of the adage: you can break the rules once you’ve mastered them, which speaks to intuition and making big decisions based on years of experience. For us, you can break the rules when it comes to process, design and technology once you’ve mastered them.