Launched: Lux Capital

Investment firms and innovation? Count us in.VC firm Lux Capital, located in NYC and Silicon Valley, invests in early-stage, futuristic science and technology—everything from a drone racing league to digital healthcare tools. Over the past year, as their team and assets grew, so did their need for a strong digital footprint to rep their recently refreshed brand. Now, they’ve got $700 million across four different funds to invest in the entrepreneurs that are changing tomorrow.PRPL was called to bring Lux’s respected identity online in a way that represents the group’s forward-thinking mentality and attracts like-minded inventors, iconoclasts, and rebels. Challenge accepted.

Activating the Brand

Once cold and corporate, the brand took on a new life with the help of global boutique design studio, Mucho. The three primary elements: “light, counter-conventional thinking, and the power of the X,” all prominently manifest themselves throughout the site, bringing the evolved identity to the digital space. Key to representing Lux Capital’s vision and telling their story was balancing the strong visual identity, minimalism, and technology imagery with the content. To do so, we worked closely with Erika Brown Ekiel of Storyboardist, who served as the content strategist to provide the voice and tone for how Lux would present itself in this space.

Digital Roll-Out

Our team-based efforts resulted in an improved user experience for the website that would engage Lux Capital’s key target audiences. We introduced more of the “human element,” featuring their impressive entrepreneurs, portfolio companies, and team members above all else. Built on a user-friendly and scalable content management system, the site also enables Lux Capital stakeholders to easily manage and edit content to highlight new companies and evolve.

Where to next?

We measure and optimize. The upcoming phase of the project involves tracking performance against their business goals of attracting promising leads and talent. We’re thrilled to team up with Lux Capital and have a hand in helping fellow innovators see their once-crazy ideas come to life.Check it out: LuxCapital.com