VC partners Bridget Lau and Ashley Bittner came to us as they were getting ready to launch their new firm. They needed a name and brand identity as they began engaging with potential limited partners. Aching for a fresh take on VC, they wanted to avoid the typical “puffy vest bro” aesthetic so common in the space.
The name Firework was built on an understanding that the firm would bring compassion, curiosity, empathy and expertise to entrepreneurs who are committed to both business and personal growth beyond Silicon Valley. The types of businesses they want to invest in will build the future of work for their employees in this time of rapid change to the way we work and live. The name “Firework” represents the explosive, bright and powerful nature of these businesses, and alludes to “work” as expansive and far-reaching.
As we created an identity for the brand, we kept this in mind, along with the notion that Firework is ushering in a new era of venture. We wanted to communicate confidence, expertise, and a bit of edge without being too literal with the mark. Instead of looking to tech and VC for inspiration, we looked at fashion brands like Stella McCartney, with their minimal yet impactful logotype guiding us.