Art direction, Implementation, Illustration, Web Design
Designer Fund 2019
Brand identity, web design, design systems
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.
We kept the original mark—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.
We developed a core set of colors for the main 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.