Wayfinder: an end-to-end rebrand for the fund behind tech's most interesting companies
Wayfinder is a San Francisco-based venture fund that backs some of the biggest names in tech, from Supabase to Stoke Space. Shortly after it announced an ambitious $35M seed-stage fund, we connected with a common goal: new messaging, a brand identity and a visual system tied to its core focus, helping startups.
To work with Wayfinder, we had to strip down what it really means to be an effective venture partner. In conversations with founder and managing partner Yuri Sagalov, we found that the best VCs have overcome obstacles, led innovation and made mistakes themselves: thought partners with blisters of experience who can find a way through the complexity of building a company out of an idea.
That became the idea: finding ways through complexity. We wanted it to feel like the back of a motherboard, complex, beautiful and often overlooked. The identity runs on path-based typographic illustrations, asynchronous gradients, high-contrast colours, ASCII-art backgrounds and a subtle logomark built from the turns of a maze.
- Services
- Brand Identity: Art Direction, Visual Identity, Strategy, Brand Guidelines, Website
Collateral: Visual System, Deck, Social Media Templates, Core asset development - Website
- wayfinder.com
- Year
- 2024
- Seed-stage fund
- $35M
Asynchronous Gradients
Soft gradients drift across rounded, stacked shapes on the website and announcements, never quite in step with one another. Set against cream, black, green, orange and violet, they give a research-driven fund warmth without losing its edge.
Path-Based Typography
Words don't sit on a line; they travel along one. Founder names, portfolio companies and short phrases wind along curving paths and through mazes, so the type itself becomes a route to follow.
A Website Built Around Founders
We designed and developed Wayfinder’s new home on Webflow, centred on the founders and teams it backs: profile pages for portfolio companies, CMS-powered news and founder quotes throughout. The website is live at wayfinder.com.
Out in the World
In print and out of home, the system scales up without changing its voice: a portfolio roll call on posters, a typographic illustration on a street kiosk, a maze of names running down a banner.
Inspired 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 pushed beyond the norms of venture branding to make something that feels explorative and technical at first glance while still looking button-up, and the team at Wayfinder gave us the room to do just that.
Credits
HEX: Ayush, Lance
Wayfinder: Yuri
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