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