AlleyCorp
A new website for Kevin Ryan's high profile NYC venture capital firm
After working with several of AlleyCorp’s portfolio companies (Anvyl, Altana Trade, Ten To One Rum), Studio Simpatico was approached by the leadership team at AlleyCorp to redesign their own web presence. Known for their “founder-first” approach to investing, AlleyCorp was looking to strike a visual balance between their established New York City history and influence in the technology space.
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Designing a type-forward representative website
At the outset of the project, the team at AlleyCorp expressed a want to keep the design both minimal and typography-centric, so the emphasis could rest on compelling copy. We selected two typefaces to meet these goals: Freight Display Pro (a versatile choice featuring humanist but professional elements, which alludes to AlleyCorp’s diligence and founder-first approach) and Futura PT (a timeless sans-serif that captures “the spirit of modernity,” which helps convey AlleyCorp’s technology impact on NYC). The contrasting typefaces make for an interesting and visually pleasing combination that establishes the firm’s balance between diligence, professionalism, technology, and empathy. The site’s design was built using a custom WordPress theme, giving the internal team the control and toolkit to manage content going forward.