Synthesis Capital

The $10 trillion food system sits at the intersection of technology, sustainability, and commercial transformation. Synthesis Capital had spent years developing one of the most informed perspectives on this moment anywhere in the world — yet their existing digital platform, built in 2020, had not kept pace with the organisation or the scale.With a second fund on the horizon, the brief was to build a platform that would position Synthesis as a benchmark voice in the global food technology conversation.

We began with discovery interviews across the Synthesis team in the UK and USA. What emerged was a strategy built on storytelling rather than credentials — the site leads with an argument.The centrepiece is The Opportunity: a long-form scrollytelling experience going from the present state of the food system through to technologies and companies reshaping it. Data from peer-reviewed sources and global institutions is woven throughout, giving the commercial case scientific grounding at every stage.Portfolio pages give each founder the space their story deserves — rich imagery, embedded voice notes, and writing that captures the singular proposition of each business.

The platform positions Synthesis as an original voice in the global food technology conversation, capable of persuading institutional investors and inspiring founders. By building the site around a rigorous, evidence-led narrative rather than a conventional fund brochure, the platform makes the reader feel the weight and possibility of the moment.The Opportunity page represents a new standard—a venture fund can use digital storytelling to communicate its thesis. It serves as a reference point for anyone seeking to understand where the food system is headed and why the investment case is urgent. It’s emotional and logical all at once.

The Opportunity is the platform's defining feature. As the reader moves through, data on land use, water consumption, greenhouse gas emissions, and food security accumulate into a picture of a system under pressure. The transition from problem to possibility is built into the architecture of the experience.The interaction design was developed to give the reader a sense of physical passage through the argument. Visual weight is placed deliberately on the moments that demand it — the statistics that stop you, the juxtapositions that reframe what came before.Audio storytelling treats each company as a humble protagonist. Voicenotes embedded directly into portfolio pages give founders a presence on the platform that goes beyond a logo and a one-liner. The combination of scientific context, founder voice, and rich imagery means that a first-time visitor and a returning investor will each find something at the depth they are looking for. It also shows founders as humans trying to make a change.