Published
March 10, 2025
by
Andrea Pascual
Values and Community-first Brand Design: M&A Ventures Group
I made it my mission to work with founders who care about underrepresented folks and community.
Here's how I injected M&A Ventures Group's values into their brand identity design.
Black and underrepresented founders receive a shockingly low percentage of VC funding—just 0.48% for Black founders and 1.9% for women founders.
Because I am floored by stats like these, I made a promise to myself a few years back that I only worked on brand identity projects whose underrepresented founders cared about people and led with community and values first, like me.
Last year, I had the honour of designing the brand identity for M&A Ventures Group that encompassed their parent brand and three company pillars.
Two of my fave highlights from this brand identity project:
1) The hourglass as the brand icon
It's the same, same, but different for each brand pillar.
We maintained the hourglass because of its beauty, feminine shape, and the brand's concept of time: a luxury to be savoured; the idea of taking time for ourselves. The hourglass not only reflects the women entrepreneurs who lead the brand, but also the businesses led by the company.
From a design standpoint, using one strong silhouette that changes per company pillar keeps the brand consistent and memorable.
2) Fonts designed by Black typographers to create the wordmarks
Garibaldi by Tré Seals
Seals is founder of Vocal Type, and his goal is to increase diversity and empathy in the design industry.
Redaction by Forest Young
Young is a designer and teacher who cares about designing a more inclusive future. Redaction was commissioned for The Redaction exhibition at MoMA PS1, which highlights the abuses in the criminal justice system towards marginalized people.
Using these typefaces illustrate how much the founders cared about inclusivity, showing appreciation, and amplifying the work of these Black typographers.
Like M&A Ventures Group, I truly believe brands need to be strong on their values before even attempting the brand design process.
So much of what your brand stands for is unearthed during the design and strategy process, and these are reflected in your brand identity design.
When you partner with a brand designer who shares your values, the project is much more meaningful and fulfilling for everyone involved. It's also much more successful.
To see the brand in action today, follow M&A Venture Group's Untapped Investing, their angel investment group, a powerful collective catalyst for change in venture.
Published
March 10, 2025
by
Andrea Pascual
Values and Community-first Brand Design: M&A Ventures Group
I made it my mission to work with founders who care about underrepresented folks and community.
Here's how I injected M&A Ventures Group's values into their brand identity design.
Black and underrepresented founders receive a shockingly low percentage of VC funding—just 0.48% for Black founders and 1.9% for women founders.
Because I am floored by stats like these, I made a promise to myself a few years back that I only worked on brand identity projects whose underrepresented founders cared about people and led with community and values first, like me.
Last year, I had the honour of designing the brand identity for M&A Ventures Group that encompassed their parent brand and three company pillars.
Two of my fave highlights from this brand identity project:
1) The hourglass as the brand icon
It's the same, same, but different for each brand pillar.
We maintained the hourglass because of its beauty, feminine shape, and the brand's concept of time: a luxury to be savoured; the idea of taking time for ourselves. The hourglass not only reflects the women entrepreneurs who lead the brand, but also the businesses led by the company.
From a design standpoint, using one strong silhouette that changes per company pillar keeps the brand consistent and memorable.
2) Fonts designed by Black typographers to create the wordmarks
Garibaldi by Tré Seals
Seals is founder of Vocal Type, and his goal is to increase diversity and empathy in the design industry.
Redaction by Forest Young
Young is a designer and teacher who cares about designing a more inclusive future. Redaction was commissioned for The Redaction exhibition at MoMA PS1, which highlights the abuses in the criminal justice system towards marginalized people.
Using these typefaces illustrate how much the founders cared about inclusivity, showing appreciation, and amplifying the work of these Black typographers.
Like M&A Ventures Group, I truly believe brands need to be strong on their values before even attempting the brand design process.
So much of what your brand stands for is unearthed during the design and strategy process, and these are reflected in your brand identity design.
When you partner with a brand designer who shares your values, the project is much more meaningful and fulfilling for everyone involved. It's also much more successful.
To see the brand in action today, follow M&A Venture Group's Untapped Investing, their angel investment group, a powerful collective catalyst for change in venture.
