Within Gauche Studios I worked with Startup People as a client. Startup People is a startup community that helps startups who want to grow their business by minimizing the work of finding the right assets and offering a network of knowledge and investors.

What members value the most about Startup People is the access to a network of knowledgeable startup people and investors. This is what makes Startup People stand out and what needed to be translated into a visual brand identity. It's about bringing people together, connecting them to each other and opening up a space for knowledge to be shared in order to grow and network. To communicate that we made use of the metaphor of a map and built the new brand identity based on that.

Topographic map elements of the illustrations remind of fingerprints and symbolize the organic part of the brand as well as growth, while little squares and pixeled icons remind of the technology knowledge and are flirting with the heritage. The shapes of the new logo combine both ideas into one.

Here are some of the pages out of the brand book me and my team created: