Case Study

Designer Fund
Interaction Design

4

Brand Identity, Web Design, Design Systems, Technology
A brand refresh and website design for venture company, designer fund.
A brand refresh and website design for venture company, designer fund.
A brand refresh and website design for venture company, designer fund.
A brand refresh and website design for venture company, designer fund.
A brand refresh and website design for venture company, designer fund.
A brand refresh and website design for venture company, designer fund.
A brand refresh and website design for venture company, designer fund.
A brand refresh and website design for venture company, designer fund.
A brand refresh and website design for venture company, designer fund.
A brand refresh and website design for venture company, designer fund.
A brand refresh and website design for venture company, designer fund.
A brand refresh and website design for venture company, designer fund.
A brand refresh and website design for venture company, designer fund.
A brand refresh and website design for venture company, designer fund.
A brand refresh and website design for venture company, designer fund.
A brand refresh and website design for venture company, designer fund.
A brand refresh and website design for venture company, designer fund.
A brand refresh and website design for venture company, designer fund.
A brand refresh and website design for venture company, designer fund.
A brand refresh and website design for venture company, designer fund.
A brand refresh and website design for venture company, designer fund.

a5

Designer Fund

Brand Refresh and Web, 2019

a4

Abstract

Brand Refresh and Web, 2018

a3

Zendesk

Brandland, 2019

a2

Zendesk

Industries, 2019

a1

The Verge

CES Identity, 2018

b5

Backdrop

Poster, 2019

b4

Grove Financial

Website Design, 2019

b3

NPR

Apple Podcasts, Collage, 2019

b2

Airbnb

Luxe Brand Identity, 2019

b1

Webflow

Graphic Design Archive, 2019

C1

Personal

Illustrations

A refreshed brand identity for leading design tool, Abstract.
A refreshed brand identity for leading design tool, Abstract.
A refreshed brand identity for leading design tool, Abstract.
A refreshed brand identity for leading design tool, Abstract.
A refreshed brand identity for leading design tool, Abstract.
A refreshed brand identity for leading design tool, Abstract.
A refreshed brand identity for leading design tool, Abstract.

A1


A dynamic Visual refresh and website design for design–focused venture company, Designer Fund.

2019

Designer Fund is a company that invests in leaders and empowers them to improve the world through design, as well as seeking to transform industries that have poor user experiences like financial services, enterprise software, and digital health. With Devin Jacoviello and the Designer Fund team, we designed a new website that featured a refreshed visual identity.

Contents

Credits

Devin Jacoviello, Design partner
Dan Morgan, Developer
Kelsey Aroian, Content strategy
Ben Blumenrose, Client partner
Enrique Allen, Client partner

i1
i2

i. Identity

4

i1

The Designer Fund identity is rooted in clarity, creativity, and empowerment. The team needed a clear and modern presence to better showcase the work that they are doing for the design community.

i1

IDENTITY

i1

We kept the original mark because it had built a lot of equity throughout the years, but we revised it with a fresh paint of color and a new wordmark, along with a logo-set for current and future sub-brands.

i2

Designer Fund has always utilized green as part of their brand. We latched onto a vibrant shade of green which became "Fund Green" and is the primary accent color for the brand.

Core brand colors.

i2c

Core brand colors

ii. Typography

5

i1

The brand uses a mixture of 3 charismatic typefaces—Heldane, Favorit, and Formula Condensed. With so much personality in each typeface, specific pairings were created to be used depending on the tone, context, and medium.

ii1

Designer Fund is a multifaceted organization—they give back to the design community by providing avenues of mentorship and resources, as well as investing in technology companies. In order to speak to the different audiences of the brand, we used a mixture of typefaces that felt elegant, but playful and energetic when needed.

ii2

Desktop and mobile type scales were made for a more seamless developer hand-off, as well as serving as a tool for us to keep track of the many styles we were creating.

i2a

Desktop type scale

i2b

Type scale in use; example blog post

III. Website

3

i1

With creating a new website, Designer Fund wanted to present the brand in a new light and introduce new offerings. We needed to create a site that housed long-form content, such as resources on career development, blog posts, and new programs coming up.

iii1

We spent a lot of time making sure that interactions felt modern and stylistically "right," but also fluid and friendly. Dan Morgan, our developer on the project, did an amazing job bringing the interactions to life.

Blog design.

iii1a

Blog design

iii2

We wanted the experience on the website to feel refined and intentionally designed but still instill a sense of spontaneity and surprise, so we explored concepts like having the blog rotate different color schemes periodically.

Blog color combinations.

iii2a

Blog concept

Mobile designs.

iii2b

Mobile designs

IV. Explorations

1

i1

IDENTITY

Explorations.

iv1

Assortment of explorations and treatments

A brand refresh and website design for venture company, designer fund.
A brand refresh and website design for venture company, designer fund.
A brand refresh and website design for venture company, designer fund.
A brand refresh and website design for venture company, designer fund.
A brand refresh and website design for venture company, designer fund.
A brand refresh and website design for venture company, designer fund.
A brand refresh and website design for venture company, designer fund.
A brand refresh and website design for venture company, designer fund.
A brand refresh and website design for venture company, designer fund.
A brand refresh and website design for venture company, designer fund.
A brand refresh and website design for venture company, designer fund.
A brand refresh and website design for venture company, designer fund.
A brand refresh and website design for venture company, designer fund.
A brand refresh and website design for venture company, designer fund.
A brand refresh and website design for venture company, designer fund.
A brand refresh and website design for venture company, designer fund.
A brand refresh and website design for venture company, designer fund.
A brand refresh and website design for venture company, designer fund.
A brand refresh and website design for venture company, designer fund.
A brand refresh and website design for venture company, designer fund.
A brand refresh and website design for venture company, designer fund.
Index

The Verge

A1

Zendesk Industries

A2

Zendesk Brandland

A3

Abstract

A4

Designer Fund

A5

WEbflow

B1

Airbnb

B2

NPR

B3

Grove Financial

B4

Backdrop

B5

Illustration

C1

Adam Ho is a freelance graphic & interactive designer based in Brooklyn, New York.
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Adam Ho is a freelance graphic & interactive designer based in Brooklyn, New York.
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