A full end-to-end rebrand for the people behind the most interesting companies in tech.
Wayfinder is a SF-based venture fund that backs some of the biggest names in tech. Shortly after announcing an ambitious $35M seed-stage fund, we connected with the common goal to bring a refreshed messaging, brand identity, and visual system that ties into their core focus: helping startups.
To work with Wayfinder, we had to strip down what it really meant to be an effective venture partner. After conversations with their founder and managing partner, Yuri Sagalov, we found that the best VCs are those who have overcome obstacles, led innovation, found ways, and made mistakes themselves. The ones who’ve gotten their feet dirty and have gone through the ups and downs of startup life. A thought partner with blisters of experience who can find ways and navigate through the complexities of building a company out of an idea.
And that’s what this visual identity seeks to explore. The notion of finding ways via complexity. We wanted this idea to feel like the back-end of a motherboard: complex, beautiful, and often overlooked. We developed an identity system powered by path-based typographic illustrations, asynchronous gradients, high-contrast colours, ascii-art backgrounds, and a subtle logomark that showcases the complexity of a maze.
And that’s what this visual identity seeks to explore. The notion of finding ways via complexity. We wanted this idea to feel like the back-end of a motherboard: complex, beautiful, and often overlooked. We developed an identity system powered by path-based typographic illustrations, asynchronous gradients, high-contrast colours, ascii-art backgrounds, and a subtle logomark that showcases the complexity of a maze.
What we did
Brand Identity
Art Direction, Visual Identity, Strategy, Brand Guidelines, Website
Collateral
Visual System, Deck, Social Media Templates, Core asset development
We designed and developed a new website and digital home for Wayfinder on Webflow. The website was centred around the founders and the teams backed by Wayfinder, with comprehensive profile pages portfolio companies, CMS powered news pages, and founder quotes across the website. The website is live at wayfinder.com.
Internally, we’re super stoked about this project. We were able to push beyond the norms and make something that felt explorative and “tech” at first glance. We really just wanted to have fun while looking button-up, and I think the team at Wayfinder enabled us to do just that.I
nspired by research manuals and encyclopedias, the identity is a nod to real-life Wayfinders. Not the answer to every question but a path to find your way in.
Internally, we’re super stoked about this project. We were able to push beyond the norms and make something that felt explorative and “tech” at first glance. We really just wanted to have fun while looking button-up, and I think the team at Wayfinder enabled us to do just that.I
nspired by research manuals and encyclopedias, the identity is a nod to real-life Wayfinders. Not the answer to every question but a path to find your way in.
