As the project progressed, the EA Content Design team was also tapped to help Spark rethink their knowledge leadership content, hosted on Medium. To pair with Pentagram’s “Unordinary” brand, we positioned Spark’s Content as “Unvarnished”: unfussy, unpretentious, and directly from the heart. We also redesigned the firm’s Medium mastheads, recategorized all content, and conceived of a content strategy designed to help the VC churn out more on-point and on-brand articles over time.