G2 Venture Partners
.webp)
G2VP is a growth-stage venture firm backing industrial and technology companies at the point where commercial traction meets real scale. With a portfolio that includes companies like Crusoe, Wabi, 1.5°, Enphase, and Uber, the firm invests where industrial transformation and sustainability converge, and has been doing so for nearly two decades.
Wunderdogs built G2VP's original brand and website. When the firm returned, it wasn't for a refresh, it was for a rethink.
When a position no longer fits
Climate investing has shifted. The market has moved away from climate-led narratives, and G2VP's existing presence, built around that framing, was creating the wrong first impression. The portfolio told a different story than the brand did. One of hard industrial technology, deep domain expertise, and growth-stage conviction.
CHALLENGE
The challenge wasn't just visual. G2VP needed a digital presence that led with the quality of backing ambitious companies operating at commercial scale without abandoning the sustainability mandate that defines how they invest.
As Brook Porter, partner at G2VP, put it during strategy sessions: the firm wanted to tell a story about optimism and building, not obligation. "Let's do this stuff because it will make for a better future."
Building the story around the portfolio
The existing site's primary function was credentialing, not converting. G2VP's founders and LPs didn’t need a CTA; they needed confidence.We restructured the site architecture around five key navigation points. Portfolio, Investment focus, team, network, and insights. The homepage was designed to make clear that G2VP backs exceptional companies. Portfolio companies are the hero, presented as immersive full-viewport showcases with bespoke abstract photography that zooms into the technology itself. Not a truck, the LiDAR sensor. Not a solar array, the component that makes it intelligent.
This visual approach serves a dual purpose. It reinforces G2VP's position as a firm that sees things others don't, while visually connecting each investment to the industrial and technological depth the firm brings to every deal.
The foundational wave element from G2VP's original brand was elevated from decoration into an atmospheric system. A living, reactive background that gives the homepage a sense of energy and forward momentum without overwhelming the content it frames.
Designing for two audiences with one story
G2VP's founders and LPs arrive with different questions. Founders want to know whether these are the right partners, and do they back companies like mine? LPs want to know whether the thesis sound, and does their track record prove it?
The answer to both turns out to be the same story told at different depths. The homepage answers the founder's question immediately. The Investment Focus page which houses the firm's thesis, its proprietary framework around sufficiency and decarbonization, and an animated data visualization shows how they think about the market to answer LPs questions.
We designed the Investment Focus graph to draw in sequence as the user scrolls: lines first, then labels, then the thesis. The commercial inflection section uses a scroll-triggered transition from technical illustration to real-world photograph.
The Industrial Network, one of G2VP's clearest differentiators, was given its own space rather than being buried inside a team page. Throughout, CTAs were kept deliberately minimal. The site was built for discovery, not conversion.
G2VP had spent nearly two decades backing industrial and technology companies at the point where commercial traction meets real scale. But the climate-first framing that once defined the firm's public identity had started working against it. Founders who didn't self-identify as climate companies were looking elsewhere. Wunderdogs rebuilt their digital presence around what the firm had always been - a growth-stage investor backing hard industrial technology at commercial scale. The new site leads with the portfolio, grounds the thesis in two decades of conviction, and gives founders and LPs a reason to stay.
.webp)
.webp)
Other works that you might be interested in
.svg)
.svg){kind=logo}
.svg)
Get insights from growing 280+ brands
