Reorganising Blue Ashva Capital’s website and testing it for accessibility.

Blue Ashva Capital is an Indian venture capital and private credit firm. The site was rebuilt in Framer with a CMS the client can edit, then audited for accessibility against WCAG 2.1 Level AA.

Visit blueashvacapital.com

The Blue Ashva Capital home page after the redesign

Role: Design lead
Timeline: 4 weeks
Tools: Figma, Framer, NVDA

Overview

Blue Ashva Capital is an Indian firm investing in venture capital and private credit. The work covered an audit of the existing site, a written set of recommendations, the page content, the redesign, and the build in Framer with a CMS the team can edit.

The Problem

Blue Ashva already had its core information in place. The audit identified opportunities to make that information easier to scan: the navigation gave eight destinations similar prominence, and the portfolio introduced companies mainly through logos and categories.
The sector tags appeared in one long row, while type scale and spacing varied across sections. The redesign focused on making the existing content easier to find, understand and maintain.

Solution

The navigation was reorganised from eight items to five, with related destinations grouped together. Portfolio cards include a short description of each company, and the sector tags sit with an explanation of the investment areas.
Type and spacing values were documented for consistent use. The live site was also tested against WCAG 2.1 Level AA.

02Before and after

Each pair shows the same section of the site before and after, at the top of the screen.

The home page, before the redesign — The home page. The previous version set the headline across three colours and placed stock illustration around it. The redesign uses one headline, one supporting line, two actions, and the firm's own photograph of its team.

The home page, after the redesign — The home page. The previous version set the headline across three colours and placed stock illustration around it. The redesign uses one headline, one supporting line, two actions, and the firm's own photograph of its team.

The sectors section, before the redesign — The sectors. The redesign brought the seventeen tags into a dedicated section, with an overline, a heading and two sentences describing what the tags have in common.

The sectors section, after the redesign — The sectors. The redesign brought the seventeen tags into a dedicated section, with an overline, a heading and two sentences describing what the tags have in common.

The portfolio section, before the redesign — The portfolio. The redesign adds a short description to each company card, so the portfolio can be understood without relying on recognition of the logo.

The portfolio section, after the redesign — The portfolio. The redesign adds a short description to each company card, so the portfolio can be understood without relying on recognition of the logo.

The founder's story, before the redesign — The founder's story. A single justified block of text set over a photograph was divided into named sections at a readable measure, with the four challenges it identifies set out as cards.

The founder's story, after the redesign — The founder's story. A single justified block of text set over a photograph was divided into named sections at a readable measure, with the four challenges it identifies set out as cards.

03Navigation

Before, 8 items

HomeVenture CapitalPrivate CreditPortfolioOur StoryTeamInsightsContact

After, 5 items

HomeInvestCompanyContactPitch to Us

Invest: Venture Capital, Private Credit
Company: Our Story, Team, Portfolio, Insights

The original menu showed many choices at once, so visitors had to read through the full list to decide where to go. On smaller screens, the choices also wrapped onto a second line.

The revised menu groups related pages under Invest and Company, while Pitch to Us has a clear place of its own. Visitors can scan the main choices more quickly without reading every page name.

04Type and spacing

The redesign established a consistent type hierarchy and spacing system across the site. Headings now have clear levels, body copy is easier to read, and each section has more room to breathe.

Property	Before	After
Section heading weight	700	500
H1 size	64 to 80px	52 to 56px
H2 size	competing with H1	36 to 40px
Body size	about 15px	16 to 17px
Body line height	1.4 to 1.5	1.7 to 1.8
Capitals	navigation, labels and buttons	section labels only
Section padding	uneven	100 to 120px

05Key decisions

Reduce the navigation from eight links to five

Venture Capital and Private Credit were grouped under an Invest menu. Our Story, Team, Portfolio and Insights were grouped under a Company menu. Home, Contact and Pitch to Us remained at the top level. This leaves the pitch action as the only coloured item in the bar, and the navigation no longer wraps onto a second line on smaller screens.

Add a description to every portfolio company

A logo identifies a company only to a reader who already recognises it. Each card now carries a short description of what the company does, such as space hardware, phase change materials or second generation biofuels, so that a founder can understand the type of business the firm backs.

Move the sector tags into a section that explains them

The seventeen tags were taken out of the general page flow and placed in a separate section with an overline, a heading and two sentences describing the areas the firm invests in. The tags are grouped rather than run together in a single row.

Reduce the heading weights and open the spacing

Section heading weight was reduced from 700 to 500, and the H1 was reduced from a range of 64 to 80px down to 52 to 56px. Body text was set at 16 to 17px with a line height of 1.7 to 1.8. Capitals were limited to section labels only. Section padding was standardised at 100 to 120px at the top and bottom of each section.

Specify the motion, and allow it to be turned off

Sections fade in over about 0.4 seconds with a short upward movement as they enter the viewport, with a stagger of about 0.1 seconds within a group. Content above the fold does not animate, nothing loops, and the data visuals are left static. All animation is disabled when the reduced motion setting is enabled in the operating system.

Write the page content before designing the pages

A content reference was written for all ten pages, including a new Group page that sits above the Capital site. Deciding what each page had to say first made the layouts easier to settle. Once each portfolio company had a description, the structure of the card followed from it.

Test the site with a screen reader after launch

The live site was tested with NVDA in Chrome against WCAG 2.1 Level AA. Each finding was recorded with the page, the success criterion, the user groups affected, a screenshot and the markup required to fix it.

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