Designing a new website ahead of a
$50M Series A.
Full website redesign, landing pages, user journeys, regionalised experiences, and product launch videos.
Showreel
The Challenge
The previous designs:
Variational had built meaningful momentum through several early funding rounds, including approximately $2.5 million in previous raises. With the company preparing for an approximately $50 million Series A, its digital presence needed to match where the business was going.
The existing website had three major problems:
1
The value proposition was difficult to understand quickly.
2
The structure did not guide visitors clearly through the product.
3
The design did not create the level of trust and perceived value expected from a protocol of Variational’s size.
The website also lacked meaningful localization. For a globally distributed Web3 audience, a single English-language experience limited accessibility and made the product feel less international than it actually was.
The objective was simple:
Build a website that made Variational look, feel, and communicate like the category-defining company it was becoming.
Our Approach
The Figma file 14 days in:
We started by mapping the different user stories and identifying what each audience needed to understand, believe, and do.
From there, we rebuilt the website from the ground up:
1
Clarified the core value proposition.
2
Reorganized the site around user intent.
3
Created a cleaner and more intuitive navigation system.
4
Developed a visual direction that increased perceived value and trust.
5
Built a clear path toward the primary call to action.
6
Localized the experience across seven languages and regional variations.
7
Supported multiple product video launches connected to the rebrand and redesign.
8
Worked through several revision rounds with the Variational team before launch.
The goal was not to add more information. It was to make the right information easier to understand.
The final website was designed to show the product rather than rely on claims alone, using the interface, structure, videos, and user experience as proof of the quality behind the company.
The Result
In six weeks, the new website created three concrete advantages for Variational:
1
A clearer value proposition - visitors could understand what Variational does, why it matters, and what to do next without navigating through a confusing structure.
2
A higher-trust global presence - the redesigned experience better reflected the scale of the protocol and made the company accessible across seven languages and regional markets.
3
A stronger platform for growth - Variational gained a cleaner, more flexible digital foundation for investor conversations, product launches, community engagement, and future localization.
The community response was highly positive, with users commenting publicly on the new visual direction and overall quality of the experience. The website launched ahead of Variational’s next major growth phase, after which the company went on to raise approximately $50 million in Series A funding.
We do not claim the website caused the raise. We built the asset that helped the company present itself at the level it was preparing to reach.
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