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Case Study

Draper VC

A venture capital firm with a new brand and a new website. The site became a platform for discovering and evaluating founders.

Client
Draper VC
Industry
VC & Startups
Stage
Reposition
Location
New York, United States
Years
2024
Built
Brand · Website
Website
Visit Website
The Draper shield mark and wordmark at the centre of a pale field, with a dark streak of motion blur running in from the left.

01 · The Result

A Website BecameA Platform For Founders.

A venture capital website turned into a platform for discovering and evaluating the next generation of founders, under a new brand.
  • The white Draper shield on a near-black ground, over faint construction lines, with the word NEW BRANDING in the corner.
  • Three versions of the Draper shield stacked on a dark ground, from a soft glow to a sharp mark, with the wordmark between them.
  • The letters D R A P E R spread over a dark grid, with construction points marked on the R.
  • A grid of presentation pages in white and black, with abstract images of a tree and glass droplets.

02 · What They Asked For

A Venture Capital Firm,Repositioned.

Draper VC is a venture capital firm. Its site lives at draper.vc.
The work was a reposition: a new brand, a new website and the art direction across both. The site was to do more than describe the firm. It was to help discover and evaluate the next generation of founders.
  • The Draper wordmark on a dark grid above two grey images of people walking through a tall corridor.
  • Blocks of dark blue, navy, pale lilac and grey, with small columns of type in the corners.

03 · What We Built, In Order

Brand, WebsiteAnd Art Direction.

Brand, website and image direction for the reposition.

  1. 01

    Brand

    Draper brand pieces on a black ground: presentation pages, a padded mailer with the shield, small cards and a letter.

    A shield mark, a wide wordmark and a set of pieces that carry them: presentation pages, mailers, cards and a letterhead.

  2. 02

    Website

    A Draper web page: spaced type on white, and below it an image of the Earth from orbit beside a runner in motion blur.

    A site that opens on a plain statement about the firm, then moves to images of orbit and motion.

  3. 03

    Art Direction

    A smooth dark form under a cloth in a bright, empty hall, with the Draper wordmark above it.

    Pale, quiet imagery with a single subject: a shape under cloth in an empty hall, the wordmark above it.

04 · What This Taught Us

A Website Can BePart Of How A Firm Works.

A firm's website can describe the firm, or it can be part of how the firm does its job. For Draper VC we built the second: a platform for discovering and evaluating founders.
The brand carries the same idea. A shield, a wide wordmark and images of speed and space set the tone before a founder reads a word.

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