Crosslink Capital: The Link Between Investment and Innovation
Posted in — Sep 17, 2013
Crosslink Capital is part of a new wave of venture capital firms that are beginning to look more like the entrepreneurs of the future than the bankers of the past. Their new Web and mobile sites establish them as the kind of forward-thinking brand that can help the best and brightest innovators succeed.
It starts with the mode of delivery. Responsive design and development creates an experience equally suited to mobile, tablet, and native browser viewing. The mobile paradigm of the site design utilizes an off-canvas navigation, freeing space for optimal visual immersion. The desktop site's vertical scrolling effect shows the mobile influence that many of today's best Web experiences display in a desktop environment. The effect is an immediate indicator that Crosslink understands today's device landscape and the rapid move to a mobile world.
The full-screen imagery on the home page is a more obvious nod to the "face of business today," highlighting Crosslink's partner CEOs, and other core brand messages. Where the home page isn't directly featuring a hero image of a successful CEO, it's promoting a groundbreaking support network of entrepreneurs called The Alpha Club, or the unique integration of public and private growth investment that is a distinct Crosslink advantage.
A robust blog, "Crosslink Pulse", creates a forum suited not just to corporate news posts, but to the thought leadership and innovation that inspire "the heartbeat of private equity and venture capital." It becomes a content marketing tool, and more importantly a further demonstration of Crosslink's deep engagement in the entrepreneurial community. The individuals who engage are introduced in personal bios in the sortable "Team" area.
Finally, the "Innovators" area serves as a searchable portfolio of entrepreneurs that can attest to Crosslink's approach, using an app-like user interface and tile view. Perhaps no proof point works harder than a long roster of old-fashioned success stories and long-term relationships, accessed via an intuitive UI, to illustrate the face of business today.