Alani
Supporting Startups on Their Growth Journey
Client Challenge
Alani's existing WordPress website was holding them back from effectively communicating their unique approach to startup investment. The platform's complexity resulted in outdated information that didn't reflect their current portfolio or vision.
More critically, the site failed to convey what makes Alani different: their focus on investing in people rather than spreadsheets.
As a business incubator that prioritizes entrepreneurial drive over exhaustive financial analysis, Alani needed a digital presence that would break away from the corporate investment firm stereotype.
They wanted a website that was bold, memorable, and accessible—just like their approach to business partnerships.
"Marcus knew exactly what he didn't want: another soulless investment firm website that makes entrepreneurs feel like they need an MBA just to understand it.
He wanted something that would get founders excited about partnership, not intimidated by corporate theater.
That kind of clarity makes our job infinitely easier."
Strategic Approach
Our strategy began with a clarity workshop to understand Alani's unique position in the investment landscape.
Through this process, we discovered that Alani's strength lies in their founder's journey from entrepreneur to mentor, bringing a human-centered approach to business investment that values passion over paperwork.
Research into typical investment firm websites confirmed what we suspected: the market was saturated with conservative, corporate designs that all looked remarkably similar.
This uniformity presented an opportunity to help Alani stand out through bold visual choices and approachable messaging.
We partnered with a professional copywriter who crafted content in a friendly, conversational tone that reflects how Alani actually works with their portfolio companies.
"The investment world has this obsession with looking serious and intimidating.
We flipped that script entirely.
Alani invests in people, not just numbers, so why should their website feel like a bank vault?
Every design decision reinforced their human-first approach to business."
Design Solutions
Our design solution centered on creating a visual identity that would be impossible to ignore or forget.
We developed a striking color palette featuring deep ocean blue contrasted with neon green accents—a combination rarely seen in the financial sector. The typography choices reinforced this modern approach with thin, extended fonts that feel contemporary and distinctive.
The most striking element was our treatment of portfolio company showcases. Instead of traditional rectangular image frames, we used pill-shaped containers with animated GIFs that capture attention through movement—speeding up and slowing down to reveal company logos.
This dynamic presentation reflects Alani's agile approach to business partnerships. Building on Squarespace ensured that the sophisticated design wouldn't compromise usability.
"Those animated pill shapes were a risk that paid off beautifully. When entrepreneurs land on that site, they immediately understand they're dealing with someone who thinks differently.
The visual language says 'innovative' before they read a single word. That's the kind of first impression that opens doors."
Results and Impact
Since launch, Alani has experienced consistent and growing organic traffic with remarkably low bounce rates, indicating that visitors are engaging deeply with the content.
The clear presentation of Alani's unique value proposition and comprehensive portfolio showcases have streamlined the initial conversation with potential partners.
Portfolio companies consistently praise the website's distinctive design, noting how it reflects Alani's innovative approach to business partnerships.
Entrepreneurs considering Alani for investment now have a complete picture of what partnership entails, leading to more informed and productive initial conversations.
"The results speak for themselves—growing traffic, longer site visits, and portfolio companies commenting on how different the site looks compared to typical investor websites. But what really matters is that entrepreneurs now understand Alani's approach before they even pick up the phone.
That's exactly the kind of pre-qualification a busy investor needs."