Foundation Capital
Foundation Capital is a top-tier Palo Alto venture capital firm with more than $3 billion in assets under management and a portfolio that includes category-defining companies such as Netflix and LendingClub. After years of partnering on event creative, the firm engaged us to lead a full brand transformation aligned to its mission, values and new headquarters.
Through in-depth discovery with partners and founders, we uncovered a core narrative that captured the firm’s point of view: We have walked the founder’s path. You will not walk alone. This idea became the foundation of the refreshed brand, positioning Foundation Capital as an empathetic and deeply experienced partner to entrepreneurs.
We developed a new logotype and a flexible design system built around clarity, collaboration and momentum. The identity extended across a dynamic animated marque, brand collateral, a presentation system and a comprehensive asset library designed to scale across internal and external communications.
The result is a timeless yet modern brand that reflects Foundation Capital’s legacy while clearly signaling its founder first ethos and future-focused mindset within today’s entrepreneurial ecosystem.
Fellow Travelers
Rebranding a founder first venture capital firmFoundation Capital is a top-tier Palo Alto venture capital firm with more than $3 billion in assets under management and a portfolio that includes category-defining companies such as Netflix and LendingClub. After years of partnering on event creative, the firm engaged us to lead a full brand transformation aligned to its mission, values and new headquarters.
Through in-depth discovery with partners and founders, we uncovered a core narrative that captured the firm’s point of view: We have walked the founder’s path. You will not walk alone. This idea became the foundation of the refreshed brand, positioning Foundation Capital as an empathetic and deeply experienced partner to entrepreneurs.
We developed a new logotype and a flexible design system built around clarity, collaboration and momentum. The identity extended across a dynamic animated marque, brand collateral, a presentation system and a comprehensive asset library designed to scale across internal and external communications.
The result is a timeless yet modern brand that reflects Foundation Capital’s legacy while clearly signaling its founder first ethos and future-focused mindset within 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, New York
C42D, New York
CAPABILITIES
- Brand strategy and positioning
- Brand identity systems
- Narrative and messaging development
- Design systems and asset libraries
- Motion and animated identity
- Presentation and communication platforms