RA Capital Advisors, based in San Diego, California, is a boutique investment bank that specializes in mergers and acquisitions and raising institutional capital for privately held companies. They represent clients in sell-side M&A transactions across a wide range of industries in the lower middle-market (deal values ranging from $10M – $500M). In an effort to revitalize their website, which had become dated and did not accurately reflect the premium quality image the firm desired, RA Capital sought the help of MVP Marketing + Design to create a distinctive and easy-to-manage website that would support their sales and marketing objectives.
Given that the website played a crucial “middle of the funnel” role in RA Capital’s sales process, it was vital that the site convey a user experience that was on par with speaking to the firm directly. Among the challenges faced during website development, RA Capital requested that MVP convey their value proposition in a more concise manner and improve the functionality to enable team members to easily publish webinars (video) on the frontend, while also supporting transactions, team bios, client stories, and news and insights on the backend.
To tackle this project, MVP collaborated closely with the RA Capital team to understand their brand vision and the specific needs of their clients, which included both referral sources and potential clients, primarily private and family-owned businesses. MVP utilized its five-phase MVP TeamMate℠ process to articulate the firm’s business, marketing, competitive, and creative requirements, including website form and functionality. The approach, which is derived from the waterfall method of software engineering, clearly outlines key requirements such as budget, timeline, content, roles, and responsibilities.
Once the website wireframes and underlying site content were agreed upon, which included a prominent role for video and client testimonials, MVP’s award-winning investment banking and private equity website designers leveraged the client’s logo to create an “R”-shaped graphic container that uniquely frames the home page imagery showcasing conference room “deal candy.” Additionally, they incorporated a vibrant diagonal stroke that changes color and activates content on mouse-over.
Similar techniques were used to animate other content, including type, images, and text, to guide viewers on an interactive journey through various site sections such as transactions, client stories, and news. The overall design features “bathed-in-blue” visuals that reflect RA Capital’s San Diego beachside location, along with a “less is more” navigation approach, ample “white” space, and original video and photography. Together, these elements effectively convey that RA Capital is the “right type of investment banking firm with the right type of experience” for their unique and demanding audience of private companies.
“The site [looks] very good and [is] something we can all be proud of.”
Eliot Peters, Managing Partner