I still think back to when I...

2020

Led AngelList’s rebrand, provided clarity and a framework for sub-brands, and then delivered it all in a brand guidelines document.

Role

Brand Design
Art direction
Strategy
Project Lead

Organization

AngelList

Collaborators

Emily Inverso
Writer

Amanda Yogendran
Brand Strategist

Gino Bud Hoiting
Illustrator

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In the 10 years since AngelList was founded, it had split into two very distinct business units—AngelList Talent and AngelList Venture.

With both businesses playing tug-of-war with the parent company brand, it was time to redefine who AngelList was.

I led the rebrand as AngelList’s Creative Director. My primary stakeholders were the CEO of AngelList Talent and the CEO of AngelList Venture.

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The working team comprised of Emily Inverso (writer), Amanda Yogendran (consulting brand strategist), and myself (project lead and designer).

The primary goals for the rebrand were:

  1. Clarity of what angellist stands for
  2. Define The relationship between business units
  3. Cohesion across the company with clear and concise brand guidelines

The business reason for investing in a rebrand was to address how Venture and Talent now fit together within AngelList as the parent company.

Both businesses had their own team, their own CEO, and a customer base that had almost no overlap. Their main connection was how they both helped opposite sides of the startup community.

By defining AngelList’s new voice, it would allow Venture and Talent to discover their own (and also prevent them from stepping on each other’s toes).

Photos people posted to Instagram

Over the span of three months, we conducted customer and stakeholder interviews,  audited our current brand, and held internal workshops.

With a strategy solidified, I refined the visual language of AngelList, putting just enough guard rails in place so each sub-brand could find their own voice.

I then grounded everything into Brand Guidelines:

For more about the rebrand, check out the case study for AngelList’s new homepage.

Year
Project
Organization
2020
AngelList
2013
2020
Draft & Draw
2018
2020
AngelList
2019
AngelList
2013
Meetup
2019
AngelList
2015
2016
OkCupid
2015
2016
OkCupid