Friends & Family Capital

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Friends & Family Capital

Friends & Family Capital is a venture capital firm backing visionary founders who are building durable companies and addressing real-world challenges. The firm partners closely with teams through critical stages of growth, bringing long-term perspective, operational insight, and hands-on support.

Year:

[2024 — 2025]

Industry:

Venture Capital

Project Scope:

Brand Architecture, Web Design, CRO, Webflow Development

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Partnership Timeline

Our long-term partnership with Craft Ventures spans multiple phases of growth. Since 2023, we’ve worked alongside their team as a trusted go-to-market partner, supporting everything from website to platform, investment, marketing, and launch assets. As their needs evolved, we continued to adapt—helping Craft Ventures consistently show up with clarity, speed, and impact.

2023

2024

2025

Late 2025

Onboarding & Craft Hackaithon Branding

Craft partnered with us for initial onboarding, including website design support and visual assets for Craft Hackaithon —a collaborative initiative bringing technical teams together to build, ship, and compete. This phase laid the groundwork for a long-term partnership.

Full Website Development

As Craft scaled, we led the complete development of their website in Webflow. The focus was on performance, clarity, and scalability—creating a strong digital foundation to support future growth.

Go-To-Market Partner

Our role expanded into a full go-to-market partnership. We supported Craft across sales decks, marketing assets, event materials, and ongoing design and development needs—becoming their go-to partner for all GTM initiatives.

Ongoing GTM &
Website Evolution

With Craft emerging as a leader in the B2B software space, we partnered again to evolve their brand and website. This phase focused on refining their narrative, strengthening their positioning, and aligning their digital presence with industry leadership.

Partnership Timeline

Our partnership with CrewAI evolved from an initial brand and website engagement into a long-term collaboration as they scaled in the Generative AI space. Today, we support their brand, website, and go-to-market presence as they lead the category.

Late 2024

2025

Late 2025

Onboarding & Website Revamp

CrewAI onboarded us for an initial brand and website engagement to sharpen their presence in the fast-moving Generative AI space. This first revamp established a clear narrative and set the foundation for their growing momentum.

Retainer & Go-To-Market Partner

As CrewAI scaled, our collaboration evolved into a full-time retainer. We became their go-to-market partner, supporting ongoing launches, brand assets, website updates, and strategic communications across every touchpoint.

Category Leadership Redefined

With CrewAI emerging as an industry-leading Generative AI partner, we led a complete narrative and website overhaul once again. The refreshed brand positioned them clearly as category leaders, aligned with their enterprise growth and market authority.

Partnership Timeline

Our partnership with SaaSGrid has evolved alongside their product and brand. What began as a focused onboarding and development engagement grew into a full website revamp, and now a complete brand transformation. As SaaSGrid enters its next phase of growth, we continue to support how the product is positioned, experienced, and scaled.

Late 2024

Early 2025

Early 2026

Onboarding &
Initial Build

SaaSGrid onboarded us for initial page development and foundational improvements to support their early product and marketing needs. This phase focused on speed, clarity, and setting a solid base for future growth.

Full Website Revamp

As SaaSGrid scaled, they trusted us to lead a complete website revamp. We reworked the structure, design, and experience to better reflect the product’s value and support a more mature go-to-market motion.

Brand & Platform Redefined

With SaaSGrid entering its next phase of growth, we partnered again to lead a complete brand transformation — including a new identity, logo, and website. This ongoing collaboration is focused on redefining how SaaSGrid shows up as a more established and scalable SaaS product.

Brand Identity

We established the Friends & Family Capital brand identity by pairing Neue Montreal and Inter Display to strike a balance between sophistication and approachability. Neue Montreal brings a refined, timeless quality suited for an institutional audience, while Inter Display introduces modern clarity and legibility across digital touchpoints.
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The resulting system reinforces trust and professionalism while remaining accessible to founders navigating complex operational and financial decisions.

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Founder Perspectives

This section highlights how we redesigned Friends & Family Capital’s content system to bring more clarity and narrative structure to founder insights. The refreshed layout and editorial voice emphasize how personal experiences shape strategy, making it easier for readers to connect key themes like efficiency, market timing, and technological shifts.

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Designing Operator Playbooks

We helped structure and surface practical guidance through modular templates that organize topics like fundraising, hiring, and market shifts. The new format makes it easier to digest institutional finance concepts and apply them in real operating environments, especially for first-time founders.

//03

Humanizing the Platform

We created a clean, scrollable layout to spotlight the team’s operator DNA. From copy tone to image styling, every detail reinforces trust and relatability while reflecting the firm’s mix of financial discipline and hands-on experience.

Insights

Friends & Family Capital publishes insights shaped by real operating experience. The platform brings together perspectives on scaling, finance, and market dynamics to help founders and operators make clearer decisions as companies grow.

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Impact Snapshot

Design and CRO updates delivered measurable improvements across engagement and conversion. By refining the customer journey and reducing friction at key decision points, Pickle saw stronger performance from new visitors while maintaining a consistent brand experience across web and mobile.

323

New Visitor Engagement Rate

257

New Visitor Conversion Rate

New Visitor Session Rate