I still think back to when I...
Gino Bud Hoiting
I led the rebrand as AngelList’s Creative Director. My primary stakeholders were the CEO of AngelList Talent and the CEO of AngelList Venture.
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:
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).
Over the span of three months, we conducted customer and stakeholder interviews, audited our current brand, and held internal workshops.