A fresh and engaging narrative for uniquely invested Growth Equity
Change perspectives (and minds) for a growth equity firm coming into its own with a more grown-up but approachable visual brand, representative messaging, and a website tuned to entrepreneurs instead of LPs.
Size: ∽ 44 employees; ∽ 35 Senior Advisors
Industry: Growth Equity
BPC’s website was more conservative and skimpier on human-focused content than they wanted it to be. It also didn’t set them up for content creation like podcasts and articles. We leaned into what makes this team special: the undivided attention they give to industry-disrupting entrepreneurs and companies.
A resonant story
Now more than ever, BPC truly owns its digital experience, with solid throughlines to an engaging story that reflects its team and company values.
Professional but a bit less buttoned-up
BPC’s website came together with content-light, minimalist design that features lots of video, interesting shapes and pops of color that reflect their energetic, research-driven approach.
A laser focus on founders
We interviewed someone from every one of BPC’s portfolio companies alongside the investor who worked with them for a both-sides-of-the-deal view that generated lots of great quotes and true-to-life content.
Weaving a new narrative
Although relatively new to the scene, BPC’s team had lots of experience and a laser focus on connecting deeply with their portfolio companies' founders and CEOs.The firm wanted to capitalize on this difference, and we wanted that part of their brand to speak the loudest.
With that in mind, we interviewed representatives from each company BPC has invested in, along with the internal investor who worked with them, getting a real story straight from a human’s mouth.
The resulting site makes the most of these interviews, featuring the company’s heaviest hitters on the home page and creating founder-focused, story-driven company spotlights that showcase the kind of partnership prospects stand to gain when working with BPC.
Content followed suit. There, we put founders first in every benefit-led statement and created a story with an accommodating tone and impactful, resonant language that gets to the meat of what makes BPC unique.
All insights on-deck
With the launch of The BRIGHTONPARKast — BPC’s brand-new, insider podcast — the firm needed a podcast landing page that also needed to double as a landing pad for future articles, newsletters, press releases, and more.
Webflow’s CMS was the perfect solution. Not only is it easy for their marketing team to update, but it also gives BPC’s in-house marketing team all the flexibility they need to become the content creators they want to be moving forward.
Simple but hardly subtle
With the bones of the BPC site, we took a less-is-more approach to content, digital design, and UX, being careful not to weigh the experience down with excessive overstatement or copy.
The result feels airy and, as requested, less “buttoned up: than your typical investment firm site. From whimsical animation on the philosophy page to custom illustrations, the world of BPC comes across as a warm and wonderful place to grow a business.
