White Star Capital is a venture capital firm, who grow, advise and invest in startups within social media, gaming and e-commerce. They've invested in companies worldwide, including Summly (acquired by Yahoo!), Betaworks and Launchrock.
The team approached us to develop a new brand identity, that would position them as leaders and help them stand out from the crowd.
Our brief was to create an identity that would reflect the quality, precision and high tech nature of the company as well as raising White Star's profile within the industry. We developed a number of concepts, some focusing on typography, others on a more iconic route. With a visual direction chosen, we developed an icon led version that used a repeated 'W' to create a star shape from negative space. We used a customised Futura word-mark to accompany it and developed a new colour scheme.
With a brand style in place we moved onto the website. The site architecture was really straight forward, comprising of only a couple of top level pages so we had to make the most of it. We created a strong, well organised and clear design and content style, and used subtle animation in the navigation area to help save on space.
We've worked with the White Star team since 2007, and look forward to developing the brand even further over the next few years.