Plaza Ventures: A design case study

This is an archive of v.1 of our Plaza Ventures design case study. The latest text, images, and motion graphics can be found at: studiofunction.com/case-studies/plaza-ventures/

Studio Function

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Studio Function

4 min readJan 7, 2021

Connecting private wealth and private tech

Plaza Ventures is a forward-thinking venture capital firm focused on the innovation economy. Their annual micro-funds connect growth-stage companies to a wealth of knowledge and private capital from successful families. The team at PV required a visual identity overhaul, new web presence, and refined messaging strategy to resonate with private investors and visionary entrepreneurs.

An overview of our creative strategy and UX web content planning documents

Creative strategy & web content planning

The most effective marketing messages combine aspects of authenticity, audience definition, and competitive landscape awareness. Creative strategy defines these aspects and explores top-level concepts to get stakeholder approval before design execution. Once established, creative strategy powers a web content planning exercise and helps to define communication requirements for that brand touchpoint.

Logo updates to preserve brand equity

This updated design provides a sense of structure and established brand presence, while also maintaining a visual connection to PV’s previous logomark and parent company Plazacorp. Subtle typographic details add visual interest and encourage memorability with new audiences.

Examples of PV’s responsive web design and website messaging

Putting people first

Plaza Ventures is community-oriented and believes success is derived from great relationships. The firm actively connects investors with company leadership to help all parties achieve a successful outcome. The new website was designed to celebrate these relationships and put the focus on great teams and outstanding individuals.

Example web design including infographics and responsive layout

Design embodies philosophy

Thoughtful whitespace and well-structured layouts do more than improve the reading experience — these elements are a reflection of the firm’s discipline, maturity, and credibility.

UI design for Plaza Venture’s company portfolio pages shown on iPad devices

A flexible system

The website was designed to accommodate future growth as PV brings new teams into the family. Portfolio company cards and other company-specific layout elements anticipate content variability and allow brand colours to create vibrancy on the page. The overall art direction allows individual portfolio companies to be showcased and celebrated, highlighting details about PV’s relationships with various teams.

Creating a visual language

Successful websites find a deeper connection between page content and create harmony within those expressions. PV’s new web presence unites typography, icon design, infographics, photography, and layout with a sense of openness and transparency. This unification creates a memorable experience and imparts a positive impression of the brand.

Quality at every touchpoint

A well-crafted application of the brand’s visual language can positively impact all communication material. Clarity and visual interest combine to elevate reports and encourage successful communication by supporting the reading experience.

An overview of the visual identity standards resource prepared for Plaza Ventures

A plan for consistency

High-quality, consistent visual design is the product of thorough preparation. An identity standards guide and other document templates help to ensure all team members understand the components of the visual language and are equipped to use the assets provided.