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Founding the future of cloud
the new MxV

Clientm]x[v

Timeline6 weeks

What we did/01
Expert review
Benchmark
UX/UI Design
Art Direction
Branding
About mxv/02
m]x[v Capital is an up and coming early-stage venture fund building momentum for the next generation of cloud disruptors. They help founders build their vision, product, and teams.
Project Goals/03
Improve the pre-existing brand for digital environments
Redesign the website to highlight the company vision, portfolio, and team
Generate a set of brand guidelines that can continue to scale as the company grows
First Steps/04
Reviewing the pre-existing brand
The client already had a baseline brand concept that we leveraged to build upon to generate new resources for adapting the brand to digital environments.
Identifiying the missing opportunities
In the initial analysis, identifying the strengths and weaknesses of the brand was crucial to preserve its essence, provide consistency across the design and transmit the mission of m]x[v.
Color Palette
✅ Strong and identitary
❌ Not enough contrast
Typography
✅ Identitary and representative of concept
❌ No variants for smaller copy. Legible fonts needed.
Graphisms
✅ Strong and identitary
❌ Not well applied.
Finding the concept/05
m]x[v was trying to convey a message, which needed to be reflected in the brand. To keep building the concept, we started with some questions:
What does the brand believe in?
Why is our brand stronger than others? What makes it stand out?
What is the brand personality like?
Which graphic resources would make our value proposition clear?
Benchmark
Finding Inspiration
This process serves as a critical inspiration step in the design process and in collecting information directly from competitors, partners, and other companies in similar spaces.
benchmark main objectives
/01
Competitors
It was essential to understand m]x[v competitors and how they are positioned and presented in the market.
/02
How to stand out from them?
After analyzing other companies in the space, we sought to find a solid visual representation for m]x[v brand concept. What made us different? And how could we replicate that?
/03
Eureka moment!
Inspired by our investigation and starting with a set of visual resources, we could transmit the message the brand was trying to convey.
Defining visual styles/06
Taking into account the needs of MxV and the concept, we met with our creative team to redefine the elements already present in the brandbook and explore different ways of making them consistent for a digital product.
Internal Workshop
We kickstarted the visual exploration process by leveraging the whole team’s skillset and variety of visions for the project, allowing us to have a broad set of ideas to start with.
Brandbook
The New m]x[v
Brackets
The bracket was a key symbol in the m]x[v logo, so we decided to include them as a visual resource of the brand. They provide a sense of technology and variables. Brackets are mostly used as background elements, but can also be applied in simple graphic pieces as protagonists.
Code Symbology
Inspired by the original glyphs, brackets, and the idea of web3, we included new elements in the design. These allow us to highlight important information and build bold patterns and backgrounds to support the design.
Color
m]x[v previous brand styleguide had a strong and bold use of color but not enough contrast for a digital propose. With that goal in mind, we adjusted the color palette to a more reduced one and established correct applications for each color.
Typography
Avenue Mono was already the primary font of the brand. We enhanced the use of it and turned it into a visual resource as well. It’s bold characteristics provided the impact we were looking for.
Ux/UI
The website
We iterated the designs on a weekly basis, touching base with the client once a week to get feedback, brainstorm, and make decisions together.
We carefully crafted the Website for it to become an experience. A well-thought storytelling could give the user a glimpse of the message the brand is trying to convey.
It’s live!
Check the site now