Latitude Capital
Branding and web design for a leading Venture Capital firm.
Latitude Capital is a AI-focused Venture Capital firm based in San Fransisco, California. They needed a visual refresh in an ever-competitive market.
As the lead brand and web designer, I spearheaded the visual and web identity.
Branding
This identity focuses on how we can represent growth, scale, and innovation in an exciting time for tech. A monochromatic palette serves as a canvas for their colorful portfolio.
A full brand suite including logo, type, colors, and illustration system were needed to live across decks, social media, web, and special projects.
Generative tool
A custom p5.js tool was used to create a unique illustration style representing scale, and applied throughout brand assets.
Website
A minimalistic website expanded on the brand to showcase Latitude's capabilities. Brand elements were carried over and expanded on in a design system on Framer.
To add a level of depth to the otherwise stark design, I added interactive moments. These include the vector field on the hero and accessible brand assets by right-clicking on the logo.
Early Ideation
Early experiments consisted of exploring minimal geometric logos. Early web explores played with lines and dimension while keeping a minimal aesthetic.
Logomania! I probably produced around 20 possible logos until settling on my very first iteration. I did like the flipped perplexity (top left) and floating blocks (top middle) though.
