Foundation Capital
Foundation Capital is a premier Palo Alto venture capital firm with over $3 billion in assets under management and a portfolio that includes Netflix, Lending Club, and other category-defining startups. After years of partnering on event creative, the firm tapped us to lead a full brand transformation—one that would align with their mission, values, and visionary new headquarters.
Through in-depth discovery sessions, we uncovered a resonant core narrative: “We’ve walked the path of the founder; you won’t walk alone.” This message became the foundation for the refreshed identity—a promise of empathy, experience, and commitment that speaks directly to prospective founders.
Our team developed a new logotype and flexible design system rooted in collaboration and clarity. The visual identity extended into a dynamic animated marque, a refreshed suite of brand collateral, a presentation system, and a comprehensive asset library. Every element was created to scale across internal and external communications while reinforcing the firm’s human, mission-driven approach.
The result is a timeless yet modern brand that reflects Foundation Capital’s legacy and future-forward mindset—delivered in a way that speaks the language of today's entrepreneurial ecosystem.
Fellow Travelers
Rebranding a top-tier VC firm to reflect its founder-first ethosFoundation Capital is a premier Palo Alto venture capital firm with over $3 billion in assets under management and a portfolio that includes Netflix, Lending Club, and other category-defining startups. After years of partnering on event creative, the firm tapped us to lead a full brand transformation—one that would align with their mission, values, and visionary new headquarters.
Through in-depth discovery sessions, we uncovered a resonant core narrative: “We’ve walked the path of the founder; you won’t walk alone.” This message became the foundation for the refreshed identity—a promise of empathy, experience, and commitment that speaks directly to prospective founders.
Our team developed a new logotype and flexible design system rooted in collaboration and clarity. The visual identity extended into a dynamic animated marque, a refreshed suite of brand collateral, a presentation system, and a comprehensive asset library. Every element was created to scale across internal and external communications while reinforcing the firm’s human, mission-driven approach.
The result is a timeless yet modern brand that reflects Foundation Capital’s legacy and future-forward mindset—delivered in a way that speaks the language of today's entrepreneurial ecosystem.
“Working with C42D, we were able to achieve all our goals for our new brand—a highly flexible system and creative that goes beyond expectations. They were flexible, responsive and brought their great ideas and designs to life.”
Meg Sloan, Former Partner, Foundation Capital
TEAM
C42D
C42D
SCOPE
Brand strategy
Narrative development
Visual identity
Logo & animation
Marketing toolkit
Presentation system
Asset library
Brand strategy
Narrative development
Visual identity
Logo & animation
Marketing toolkit
Presentation system
Asset library