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Brand Strategy & Identity: Wayfinder Ventures (Process Breakdown)
- Wayfinder Ventures approached branding with a relatively blank slate for its second fund, wanting a brand that would be cool and partner-oriented.
- This report outlines three concepts that were initially explored in creating the Wayfinder Ventures brand.
- The first idea was inspired by geometry, pattern and loops; the second was a blend of typography and landscape; the third took inspiration from maps, mazes and nature with the goal to show the various challenges faced by companies.
- Ultimately, the brand selected took elements from all three concepts to develop its final presentation.
- The brand used a minimal Saans for typography, but incorporated landscape references through Gauche paintings and geometric shapes, line art and barcodes to make an expressive visual system.
- The live site at wayfinder.com exemplifies the brand's use of contrasting vintage academic binder shades with vibrant accent colours perfect for technology.
- The article ends by mentioning further branding projects available with HEX.
- The goal of this document is to share the brand development process and its journey rather than showcase the final product.
- The early versions of the brand thesis aimed to highlight the founder, particularly the fact that Yuri himself was a founder.
- It was decided that a combination of elements from all three initial themes would be incorporated into the final brand development process.
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