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Spark Capital

Setting spark apart from the pack

Spark Capital is a venture capital firm based in San Francisco with a proud independent streak.
What we did
UX
Webflow Build
Content Strategy & Creation
The firm has been around since 2005 and has distinguished themselves in the VC space by being a bit of a lone wolf — or a friendly hound, as depicted in their logo. But though they had that independent streak, that personality wasn’t coming through on their old website. They opted for a complete redesign and rebrand, made to showcase exactly what makes their firm different from the other VCs.

An Integrated Team

Pentagram (led by Partner Natasha Jen) created a new brand strategy and visual identity for Spark, Edgar Allan was brought on board to make it come to life in digital channels, partnering with the NYC-based brand firm from project start to finish. Spark’s new brand — Unordinary VC — paired with a stark, type-led identity gave both teams room to explore subtle and sophisticated pops of color and delight, including animations that erupt from bold text on the site’s main pages and hand-done type.
As the project progressed, the EA Content Design team was also tapped to help Spark re-think their knowledge leadership content, hosted on Medium. To pair with Pentagram’s “Unordinary” brand, we positioned Spark’s Content as “Unvarnished,” un-fussy, unpretentious and directly from the heart. We also re-designed the firm’s Medium mastheads, re-categorized all content and conceived of a content strategy designed to help the VC churn out more on-point and on-brand articles over time.

A New Brand, Unleashed

Pentagram (led by Partner Natasha Jen) created a new brand strategy and visual identity for Spark, Edgar Allan was brought on board to make it come to life in digital channels, partnering with the NYC-based brand firm from project start to finish. Spark’s new brand — Unordinary VC — paired with a stark, type-led identity gave both teams room to explore subtle and sophisticated pops of color and delight, including animations that erupt from bold text on the site’s main pages and hand-done type.

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