Problem and Process
I was asked to redesign the website for the venture capital firm Pear Ventures. They had just gone through a rebranding from PejmanMar Ventures to Pear Ventures.
After chatting with the partners at Pear and a few Pear founders, I learned that Pear Ventures not only provides capital to startups, they also are heavily involved with product, marketing and hiring. They invest in pre-seed and seed stage companies along with Series A. I wanted to use the website to bring this multi-faceted nature of the firm to life. The website is a main touchpoint for them when it comes to the potential founders that they will eventually work with, their peers in the industry and their existing portfolio companies so it was very important that the essence of the brand came across.
I wanted to elaborate on the Pear logo which drew heavy inspiration from Cubism to represent the many viewpoints of Pear Ventures and their offerings. In Cubist artwork, objects are analyzed, broken up and reassembled in an abstracted form—instead of depicting objects from a single viewpoint, the artist depicts the subject from a multitude of viewpoints to represent the subject in a greater context. I created the concept of the foundation for the Pear website to depict the essence of this sentiment. I designed scroll animations so that every time the user scrolls on the website, the background shifts to highlight these pieces that break up and reassemble.