Stella Yen
Digital Designer
About
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Parkway

Website Design
UI/UX Design
Founded in 2019 by Jesse Coors-Blankenship and Gregg Hill, Parkway Venture Capital is a venture capital firm based in New York. They invests in tech centered and future forward companies surrounding software, software-as-a-service, artificial intelligence and machine learning, real estate technology, advanced manufacturing, medical technology, and more.
www.parkway.vc
Designed at Red Antler as Senior Digital Designer
Goal

Convey that Parkway backs deep tech’s most significant founders with a proven, all-in approach to partnership.

Outcome

Leave the user impressed by our confidence, assured that our approach yields success, excited about the opportunity we present and curious enough to reach out.

Objective
Translate the singular magic of Parkway's founders, Jesse and Gregg, into a no-bullshit brand that fuels and sustains Parkway’s meteoric success.
Insight
Your work is your life, and you’re looking for partners that have the same obsessive drive — who get that this is everything to you, and make it everything to them.
Pain Point
The perception that Parkway VC is too small or young to be ranked among the world's top venture capitals.
Target Audience
Entrepreneurs: These founders live and breathe their work. Ignited by a genuine passion for their deep tech innovation, they’re hell-bent on scaling it into a world-changing company. More ambitious than they may let on, they’re applying everything they’ve got—and then some— to build something truly great.

Limited Partner: These investors already believe in a future defined by deep tech, and they’re looking for projects through which they can fulfill that vision. But they’ll wait for a golden opportunity that offers it all: aligned vision, great relationship, and a once-in-a-lifetime innovation.
Primary Action
Connect with Parkway VC, a powerful network ready to offer support.
Key Message
All-in venture experts making performance inevitable through mutual conviction.
To reflect Parkway’s mission of building partnerships that drive powerful success, we designed a brand and website that visually communicated that vision with clarity and impact from conception.
Through intentional design choices, we aimed to create a three-dimensional effect within a two-dimensional space, visually reinforcing the idea that partnering with Parkway can lead to bold, upward momentum and extraordinary success.
To communicate Parkway’s mission and investment strategy, we designed a layout that was easy to navigate and clearly mapped key proof points under each value proposition.
Throughout the website, we used electric green as the primary color to evoke the energy and spark Parkway represents, leveraging scale and contrast to reflect the bold impact the brand aims to make.
Design Process
Our typical process involves designing the brand world and digital experience in parallel, allowing us to explore how the brand evolves in a digital space while developing the word mark, color palette, typography, graphic elements, and art direction. Close collaboration with brand designers, strategists, and copywriters is essential to ensure alignment on the brand voice across tone, look, and feel.
Development Handoff
For this project, we partnered with a Webflow developer to bring our unique site vision to life. Through regular syncs ahead of client presentations, we ensured our designs were feasible to implement. Once approved, I created a detailed digital style guide, including typography, color palette, UI elements with states, and more, alongside a master screens file annotated with clear interaction notes to guide development and ensure design fidelity.

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