Portal Innovations

establishing Portal as a leader in biosciences with a new identity and website

Role
Branding, UX, UI, Art direction

Category
Venture capital

Timespan
3 months

Venturing into new territory.

Portal, a premier venture development engine, needed a brand presence to reflect the entrepreneurial spirit and investment in life sciences startups. Equal parts investor, advisor, and mentor, Portal pours heart into each step to turn breakthroughs into businesses. With a rapidly growing portfolio, and now an reimagined brand, Portal is positioned to be a leader in the venture capital space.

Project objectives

Leverage and build meaning around the company name

Connect with entrepeneurs’ drive for action and impact

Establish Portal as a leader in the bioscience capital space

BRAND

Project takeaways

Portal understood their strengths, but struggled with how to share them with the world. We crafted that narrative through messaging and positioning and utilized the website as their big reveal.

Leverage ambiguity as an opportunity
Use moments of ambiguity as opportunities to help your client define processes within their business.

Prioritize essential features
It can be difficult to narrow in on must-have features on a tight timeline, so focus on key features and continue iterating for future updates.

Defining a brand

We settled on key brand attributes to guide our decision-making as we developed the brand’s visual and verbal language. It was imperative that the brand connect on a human level and the idea that entrepreneurs are bringing meaningful change into the world through therapeutics and med tech.

Dynamic

Bold

Human

Impactful

Transformative

Authentic

WEBSITE

Vibrant storytelling,  real connections.

When paired with lush visuals, the logo symbol functions as a dynamic lens displaying a provocative take on venture capital.
A user’s first impression of Portal should be impactful. So we developed a cinematic intro video to set the tone.

The about page spotlights Portal’s three pillars of crafted capital: human, financial and physical.

Shaping the Portal process

Iteration A

The first iteration explores a tiered Gantt chart with builds that progress through each section to reflect the detailed process.
Iteration B

This iteration plays off the tiered approach, but simplifies how much content is on screen at a time.
Iteration C

This approach expresses a deeper process with more detailed steps, leveraging an accordion design to focus attention.

Community

Portfolio assets are highlighted to show Portal’s dedication to innovation and advancement of technology.

News

News detail pages are designed to be modular. Knowing photography could be hard to come by for certain stories, the design leans into typographic hierarchy as its main design element.