Georgian Partners Branding
Toronto venture capital firm Georgian Partners needed a new look. The firm’s branding was unrepresentative of its organizational spirit and its mission: to help finance vibrant start-up and enterprise software successes, like Shopify and Vision Critical. Analysis of analytics data revealed that most visitors to the site arrived via name-searches for team members, so their new website needed to emphasize team members’ roles and provide a space for them to write the Georgian Partners story.
In order to illustrate the personalities of the team, Jacknife enlisted Montreal photographer Richmond Lam to take portraits, and incorporated those into team profiles which integrated blog and news stories either related to the team members’ areas of expertise and clients or that the team members had written themselves.
A key component of Georgian Partners’ success rests on their Applied Analytics thesis — a process which elevates the firm from simple financier to trusted consultants. Previously only available as a PDF download, Jacknife took the Applied Analytics thesis and laid it out in an attractive and digestible format, and integrated deep links to relevant content in the section through the site. In the user experience design and information architecture, Jacknife took every opportunity to keep the visitor on-site, driving them to relevant and interesting content that was present but not presented on the previous site.