Overview
Homepage Concept for a Venture Capital Firm
Role
UI Designer
Platform
Responsive Web Page
Duration
2 days (August 28–29, 2024)
Skills
Designed with AI, UI Design, Responsive
Context
About this project
This was a UI exercise inspired by a venture capital firm based in Southeast Asia. The goal was not a commission but a self-directed challenge to improve the visual design of an existing website, using freely sourced assets and original copy, while staying true to the brand's identity.
Problem
The challenge we set out to solve
The original site had consistent branding and content, but it overwhelmed first-time visitors with too much information at once. It lacked better layouts, a cleaner UI, and eye-catching designs that could better reflect the firm's positioning and mission.
How Might We
How might we redesign the homepage to create a more visually compelling and organized experience that communicates the firm's value to first-time visitors?
Final Delivery
What shipped
Pre-Design: Content Audit
Before opening Figma, I evaluated the existing content and organization. I asked: What information needs to be grouped together? What content deserves the most visual emphasis? How can assets better showcase the company's offerings? This helped me create a clear content hierarchy before touching any design tools.
Research: Looking Beyond VC
To find design patterns suited for Southeast Asian venture capital branding, I looked at non-VC websites known for great design — Carrot, Mixpanel, and Stripe. These references helped me identify layout structures, typographic treatments, and visual rhythms I could adapt to the website's context.
Color & Typography
I maintained the existing brand colors while improving legibility — ensuring font colors were readable on both dark and light backgrounds. For typography, I kept the original header font but adjusted the body and subtitle typefaces to create better visual consistency throughout the page.
Reflection
What I learned
This two-day exercise reinforced the value of structured thinking before jumping into design.
This two-day exercise reinforced the value of structured thinking before jumping into design. By auditing content first and researching outside the industry, I was able to produce a more polished, intentional UI in a short timeframe. The result is a cleaner, more visually engaging homepage that better reflects the venture capital firm's brand.