Foundation Capital
Foundation Capital is a leading Silicon Valley venture capital firm known for backing design-driven startups. To articulate its point of view on the role of design in entrepreneurship, the firm published The Way to Design, a manifesto written by partner Steve Vassallo. The book speaks to two audiences: designers building companies and business leaders looking to embed design at the core of their strategy.
To extend the reach of the book beyond print, we partnered with London-based agency Human After All to create an immersive digital platform that translated the manifesto into an engaging, living experience. I led the strategy, design and messaging for the site, working closely with developers to ensure the experience was content-rich, visually expressive and deeply aligned with the Foundation Capital brand.
The site attracted more than 30,000 readers and 5,000 downloads in its first month and received coverage from The Wall Street Journal, TechCrunch and Design Week, helping position Foundation Capital as a thought leader at the intersection of design and venture.
For the book launch and live events, we extended the brand language into physical and experiential environments, pairing bold color with illustration and custom typography by Christopher DeLorenzo. From signage to presentation systems, every touchpoint was designed to reflect the clarity, confidence and creative ambition of the manifesto.
Following launch, we continued working with Foundation Capital to sustain momentum and deepen engagement across social, email and digital channels, ensuring the platform evolved as an ongoing conversation rather than a moment in time.
The Way to Design
Bringing a design manifesto to life across digital and experiential platformsFoundation Capital is a leading Silicon Valley venture capital firm known for backing design-driven startups. To articulate its point of view on the role of design in entrepreneurship, the firm published The Way to Design, a manifesto written by partner Steve Vassallo. The book speaks to two audiences: designers building companies and business leaders looking to embed design at the core of their strategy.
To extend the reach of the book beyond print, we partnered with London-based agency Human After All to create an immersive digital platform that translated the manifesto into an engaging, living experience. I led the strategy, design and messaging for the site, working closely with developers to ensure the experience was content-rich, visually expressive and deeply aligned with the Foundation Capital brand.
The site attracted more than 30,000 readers and 5,000 downloads in its first month and received coverage from The Wall Street Journal, TechCrunch and Design Week, helping position Foundation Capital as a thought leader at the intersection of design and venture.
For the book launch and live events, we extended the brand language into physical and experiential environments, pairing bold color with illustration and custom typography by Christopher DeLorenzo. From signage to presentation systems, every touchpoint was designed to reflect the clarity, confidence and creative ambition of the manifesto.
Following launch, we continued working with Foundation Capital to sustain momentum and deepen engagement across social, email and digital channels, ensuring the platform evolved as an ongoing conversation rather than a moment in time.
TEAM
C42D, New York
Human After All, London
Christopher DeLorenzo
C42D, New York
Human After All, London
Christopher DeLorenzo
CAPABILITIES
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Brand strategy and narrative development
- Digital platform concept and design
- Content and messaging systems
- Experiential and event design
- Cross-channel rollout across digital and social
- Ongoing engagement and platform evolution