Foundation Capital
Foundation Capital is a leading venture capital firm in Silicon Valley with a reputation for backing design-driven startups. To share their perspective on the role of design in entrepreneurship, they published The Way to Design, a manifesto written by partner Steve Vassallo. The book speaks to two audiences—designers looking to build companies, and business leaders eager to make design central to their strategy.
To support the launch, we partnered with London-based agency Human After All to create an immersive digital experience that would extend the book’s reach and impact. My role was to lead the strategy, design, and messaging for the site, working closely with developers to create an experience that was content-rich, visually dynamic, and deeply aligned with the Foundation Capital brand.
The website attracted over 30,000 readers and 5,000 downloads in its first month. It received recognition in The Wall Street Journal, TechCrunch, and Design Week, helping position Foundation Capital as a thought leader in design and venture.
For the book launch and live events, we carried the brand language across mediums—pairing bold, energetic color with illustrations and custom typography by Christopher DeLorenzo. From signage to presentation graphics, every element was designed to express the clarity and creativity that the book celebrates.
We continued working with Foundation Capital post-launch to maintain momentum and extend engagement across social, email, and digital channels.
The Way to Design
Bringing a bold design manifesto to life across digital and experiential platformsTo support the launch, we partnered with London-based agency Human After All to create an immersive digital experience that would extend the book’s reach and impact. My role was to lead the strategy, design, and messaging for the site, working closely with developers to create an experience that was content-rich, visually dynamic, and deeply aligned with the Foundation Capital brand.
The website attracted over 30,000 readers and 5,000 downloads in its first month. It received recognition in The Wall Street Journal, TechCrunch, and Design Week, helping position Foundation Capital as a thought leader in design and venture.
For the book launch and live events, we carried the brand language across mediums—pairing bold, energetic color with illustrations and custom typography by Christopher DeLorenzo. From signage to presentation graphics, every element was designed to express the clarity and creativity that the book celebrates.
We continued working with Foundation Capital post-launch to maintain momentum and extend engagement across social, email, and digital channels.
TEAM
C42D
Human After All
Christopher DeLorenzo
C42D
Human After All
Christopher DeLorenzo
SCOPE
Creative direction
UX design
Launch strategy
Digital experience
Event branding
Illustration systems
Cross-platform content
Creative direction
UX design
Launch strategy
Digital experience
Event branding
Illustration systems
Cross-platform content