LMNT
Backing builders reshaping the physical world, one bit (and atom) at a time
LMNT Ventures bets earlier than almost anyone else — on founders working at the forefront of robotics, physical AI, and automation, solving challenges the rest of the world hasn’t caught up to yet. Labor shortages, climate, dangerous jobs, decarbonization. The physical world, made more intelligent and resilient.
The fund was founded by Jeff Miller — CEO and founder of Wheelz (acquired by Turo), and led the commercial side of Uber’s self-driving car team. The team behind LMNT aren’t career investors. They’re seasoned founders and operators who’ve built bits-and-atoms companies themselves. That’s the whole differentiator.
The challenge
LMNT Ventures had a point of view. What it didn’t have was a brand built to carry it.
The fund was built by seasoned founders and operators with decades of deep tech experience — but none of that credibility was visible yet. No website. No identity. No language precise enough to work in an LP deck, a LinkedIn bio, and a cold email to a founder, all at once. For a fund preparing to go to market, that gap was the whole problem.
Branding a venture fund isn’t just about the logo. It’s about making a fast, credible case for why these investors, for these founders, at this stage. That case has to hold up in ten words and in a hundred. It has to work for a founder who wants to know if you’ll show up when things get hard, and for an LP who wants to know the thesis is sound. And before any of that could happen, LMNT needed an identity worth building the story around.
The brief was to build it from the ground up — the brand, the copy system, and a website that didn’t exist yet — with enough craft that the result felt like it had always been inevitable.
Our approach
Bigger than the brief.
A full rebrand wasn’t the ask — it was the opportunity. Jeff came to us for a website. We saw something bigger: a chance to give LMNT the brand tools it actually deserved — a more ownable identity, a system that could actually do the work it needed to do. Jeff got it immediately. From there, we explored three to five directions, landed on the elevated periodic table concept, and built everything from there.
Two audiences. One voice.
Founders and LPs are not looking for the same thing. A founder wants to know if LMNT will actually show up when things get hard.
An LP wants to know the conviction is sound and the team has done this before. We wrote boilerplate copy in four lengths — 10, 25, 50, and 100 words — calibrated for both audiences, so LMNT had language it could deploy anywhere without rewriting from scratch every time.
A website built to move.
We built in Framer, which means LMNT owns it, can edit it, and doesn’t need us to swap out a portfolio company or update the team page.
The site is built for speed, SEO, and for founders who are deciding in the first ten seconds whether LMNT is serious. We made sure the answer is obvious.
The work
Over eight weeks, Squero delivered the full scope. We started with a material intake — getting into the LMNT POV, the team, the portfolio — before writing the boilerplate copy suite across multiple lengths and two audience targets. That copy became the foundation for the web work.
We explored multiple visual directions for how the brand extends into digital, presenting the periodic-table concept as a refined, sophisticated system with real ownable texture. Once aligned, we built three pages in Framer with best practices across SEO, load time, and UX, including homepage animation of key assets. The engagement also included a launch video script and concept — Squero wrote the explainer treatment and proposed production paths at different budget levels.
Ownership, CMS access, and all project files transferred to LMNT at launch.
