The Aligned Fund
2023
overview
I worked with GP Ariel Winton-Jones to define a brand, logo, slide deck, website, and merch design for her VC firm, The Aligned Fund.
methods & Tools
Branding, Logo Design, Deck Design, Website Design
Figma, Illustrator, Photoshop, Sqaurespace
exploration
The Aligned Fund is a small team of investors making select, high-conviction bets on SaaS founders. The team values authenticity, independent thinking, and conviction.
For the brand, we wanted to striking a balance of approachability and legitimacy. I started with exploring fonts and color combinations:
Slab Serif + Monochrome: High caliber & Trustworthy
Slab serif fonts blend the sophistication of a serif with the more approachable feel of a sans serif.
The monochromatic color palette introduces brighter colors in a way that is not overstimulating. The deep blue is feels classic and trustworthy.
Serif + Earth tones: Approachable & Genuine
This bold serif font is rounded and dynamic, while evoking tech and tech products.
The brightest green color is very versatile — it calls to mind the comfort and approachability of earth tones without being overly nature-y or dull.
Semi Mono + Accent color: Independent & Authentic
Semi-mono is cross between mono (which evokes tech, creativity, and simplicity) and a regular serif.
Accent color could be used sparingly and intentionally. The orange adds a pop of interest, and to be evokes innovation and challenge.
brand guide
We landed on a brand feels sophisticated and trustworthy — utilizing strong typefaces, negative space, and bold accents to convey The Aligned Fund's unique, energetic approach.
merch design
Ariel wanted to create a unique gift for hear early supporters. Our goal was to create something unique that people might want to wear, rather than a simple logo on a t-shirt.
The Aligned Fund
High Conviction ✦ Deep Connection
Embrace Your Power
Trust Your Journey
