The brief was to write copy for the website of a young London-based venture capital company that promises to be more flexible, agile and approachable than the rest. Brompton Ventures' point of expertise is gambling systems, a major growth area due to rapid technological innovation and the convergence of gambling and social gaming. However the company was also keen to meet investible entrepreneurs with opportunities in other sectors. So the challenge was to succinctly define a company very much in 'a state of becoming' – using optimised copy but minimal content – and to convey a more collaborative approach to business development. Corporate finance can be a notoriously dry industry but it is still a business about people, ideas and the conviction to see them through. That takes character. And if you have it, show it.