CAPITAL.
Working with a fund-of-funds and a deep tech VC, I have fueled a range of firms and funds at inflection points to convey their mission, position or reposition in a crowded financing market, and solidify their brand foundations for the long-term.
CAPITALIZING ON NETWORKS.
CHALLENGE
Foundry Group, a Colorado-based venture capital firm led by influencer-investor Brad Feld, sought to redefine its brand identity to reflect its evolution from a regional investor to a national "fund of funds" supporting emerging managers. The challenge was to create a brand that would attract new talent and accurately represent Foundry's unique position in the VC landscape, all while maintaining its roots in supporting entrepreneurs across the US.
PROCESS
We initiated our work with extensive market research, conducting in-depth interviews with a diverse range of stakeholders including investors, entrepreneurs, endowments, pension funds, and other fund of funds. This comprehensive approach aimed to uncover Foundry's distinct market position and inform a clear, compelling brand strategy.
Based on these insights, we developed a new brand platform for Foundry, encompassing both visual and verbal identities. The culmination of this effort was the creation of a new Foundry.vc website, featuring an intuitive UI that visually and verbally showcased the firm's topographically-inspired, network-driven approach to investing.
IMPACT
Our collaboration resulted in a clarified market positioning for Foundry Group, highlighting its unique role within the broader VC ecosystem. The new brand identity and website effectively communicated Foundry's evolution and set the stage for the firm's growth over the next decade and beyond.
This refreshed image not only resonated with Foundry's existing network but also positioned the firm to attract new talent and opportunities in the ever-evolving venture capital landscape.
Work Done
Stakeholder Interviews
Market Research & Insights
Market Positioning
Brand Platform
Verbal and Visual Identity
Web Copy and Redesign
Client
Foundry Group $4.3B AUM
AUTOMATIC WINS.
CHALLENGE
Calibrate is a Los Angeles-based boutique venture firm focused on automation technologies that are set to revolutionize major industries. Their challenge was to articulate this focus in a way that could compete with more audacious venture opportunities regarding potential LP returns. They needed to confidently discuss Calibrate's direction, even if it meant distancing themselves from some successful exits that didn't align with their future vision and roadmap.
PROCESS
To address this challenge, we recognized that while VCs aim to differentiate themselves, LPs appreciate both original thinking and industry-standard language. We began by conducting in-depth sessions with Jason and Kevin, engaging with portfolio founders who best represented Calibrate's investment opportunity.
Through these discussions, we developed a narrative that reframed industrial automation not as a threat to workers but as the foundation of a new industrial revolution. This insight led us to craft a comprehensive brand platform, identity, and messaging that would serve as the basis for their website and communication tools for LPs and founders.
IMPACT
The rebranding effort resulted in an elevated, clear, and consistent brand identity for Calibrate. Most importantly, our collaboration equipped the Partners with powerful tools to present to LPs for their next fund raise. The new positioning emphasized automation's potential to create safer working conditions and address chronic labor shortages, aligning Calibrate with a forward-thinking and socially responsible investment strategy.
Client
Calibrate Ventures
Status
$175M AUM
Work Done
Stakeholder Interviews Brand Platform Brand Positioning Verbal and Visual Identity Web Copy
LP Messaging Guide
