When we were asked to rebuild the MediaTech Ventures site, our understanding of their perspective on the world of capital and startup culture was barely a pinhole in the atmosphere of what felt like another planet. MediaTech Ventures is a holding company that drives investment at the intersection of tech and media by connecting public, private, and corporate investors with innovative startups. They see media technology, not in the traditional siloed verticals of music, video, film, publishing etc. but as one connected industry fueled by the work of the creative class. Their company structure includes five pillars that span multiple traditional media verticals and serve different industries so telling their story can get complicated very fast. After reviewing the site and nailing down our proposed plan of attack, we had a kickoff meeting with the client to discuss content and direction. This redesign featured a fundamental shift in the target audience. The original site was geared toward the community that they wanted to serve: startups, professionals across all different media types, and, largely, the creative class. Our new task was to address investors. The discussion was a crash course on venture capital, public capital, the state of the creative class, and startup investment. In this discussion, we identified three audience segments: Venture Capitalists, Public Investors (Municipalities and other agencies), and Corporate Investors (Spotify, Hearst, etc). We identified the priorities and possible partnership opportunities for each. This was the foundation for our story.
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