We had to present clearly that the company is acting as an investment fund, and as a company with its own agenda on building and launching internal and client products.
They are very close friends of ours. We collaborated before on the identity and on the first version of the site projects. Besides that, we have learned a lot from them within the various projects that we took part in.
This was not an easy job, though it came naturally when we started to design the web presence, since we were very familiar with the core of the business and the people around it.
Fundamentally, it is a new breed of company with an innovative proven business model. We had to let people know about it and educate them on the opportunities available, as well as the track record of the business.
A good amount of information to present in one place, though through our design practices we tried to do our best to present it as clearly as possible.