From quarterly memo to compounding sales engine.
Where the funnel was leaking.
Lumen was raising its third fund with a deck deck and a 2019 WordPress site that read like a blog. LP traffic was rising — but the site couldn't carry the narrative, the data, or the credibility the fund actually had. Every inbound lead had to be hand-walked through a deck before they understood what Lumen did.
Outdated brand reading as generic VC, not as a long-term conviction fund.
No way to show portfolio depth or thesis without sending a PDF.
Inbound LPs dropping off before the call — site was the bottleneck.
Mapped LP intent against the fund's actual narrative.
Two weeks of stakeholder interviews with the GP, the IR lead and three LPs already in fund II. We rebuilt the message hierarchy around conviction (not returns), and reframed the homepage as a thesis document — not a brochure.
An editorial brand system built to age well.
Custom wordmark, editorial typography pairing, and a restrained color system designed to feel timeless across PDF, web and pitch. Every component was drawn to read like a financial document — composed, deliberate, quietly confident.
Engineered on Next + headless CMS for IR autonomy.
Next.js 15 with a Sanity-backed CMS so the IR team ships portfolio updates and quarterly letters without a developer. GSAP-driven motion on portfolio and thesis sections — choreographed, never decorative.
Activation tracking baked in from day one.
We instrumented event tracking for LP enquiries, deck downloads and IR booking flow. The first 90 days post-launch shipped with a weekly performance review against the baseline we set in week one.
What compounds when the system actually works.
The Lumen site now closes 4 of every 10 LP enquiries before the IR team picks up the phone. The IR cycle compressed by 68% — the fund hit its third-close target six weeks ahead of plan and locked in two strategic anchors who first heard about Lumen through the new site.
We didn't ship a website. We shipped a sales engine that compounds every quarter. The IR team stopped sending decks — they send the URL.
