Brand and website design & build for tech VC

Web3 VC RockawayX wanted to redesign their brand, website and socials to better connect with their target audience of tech founders and investors.

RockawayX is more than a traditional venture capital firm. Over the years, they’ve built a unique position in the Web3 and crypto ecosystem by running both venture strategies – backing early-stage crypto companies and projects – and credit strategies, providing essential lending to the same fast-moving sector.

Their brand and website worked well for a crypto audience but they wanted the brand to represent the venture side too, so striking a balance between the engineering heart and investing aesthetics was a key part of the challenge.

The discovery sessions with RockawayX surfaced one key and very welcome north star – they didn’t want to stick to the conventions of website design for consultancies and were ready to embrace a more creative approach.

We started with typefaces, colours and imagery – using moodboards to explore different ideas and get quick feedback before creating final designs. Borrowing from the colours and typography of IDEs and using abstract ASCII images but also using a softer more editorial main typeface we struck a balance between the 2 worlds.

Where RockawayX really wanted to emphasise their difference was with the homepage and specifically what visitors would see when they first landed on the site.

I choreographed an opening sequence that offered a high impact journey beginning for the user, giving a large presence for the new brand and placing their portfolio companies in the most important place on the homepage – the top left corner usually reserved for the company logo.

I chose Webflow for the build as this was a highly visual design and the marketing team needed to be able to update more than just the blog so the visual editing tools Webflow has lent themselves perfectly to their needs.

Webflow also has GSAP integrated which I used to control all the interactions and behaviours across the site augmented by custom code for the SVG animations.

With the proactive RockawayX team we were able to design and build the website within 2 months – launching in time for their big fund launch to overwhelmingly positive feedback.