Seedcamp
By your side from Day One.
Venture Capital
Challenge
Seedcamp, Europe’s original early-stage investor, has been a leader in the startup ecosystem for nearly 20 years. Recognising the increasingly competitive world of VC and to continue as a leader for the next 20 years, Seedcamp needed to clarify its authentic difference.
Solution
The new proposition, 'By your side from Day One' speaks to Seedcamp's unique dedication and ongoing presence alongside its founders. To bring this idea to life we redefined the personality as the 'O.G Coach' and built a design system that puts ongoing guidance at its heart. This was primarily expressed using a simple, bold line that interacts with photography of founders and their ventures.
Both elegant and robust, the new design system was delivered in Canva to ensure the Seedcamp team can produce content quickly and consistently.
Brand strategy and verbal identity by Camilla Petty
A digital home for the founders’ stories
We transformed the Seedcamp website into a living showcase of the companies and people behind them. The design balances clarity with energy — simple structures, confident typography and rich imagery that puts founders centre stage. Each story demonstrates Seedcamp’s active, ongoing role, turning what could be a static portfolio into a dynamic narrative of progress and partnership.
Extending the line into everyday expression
The line motif became the foundation of a flexible system that connects every touchpoint — from social graphics and event materials to merchandise and team gear. Its simplicity makes it instantly recognisable, while its adaptability allows for constant reinvention. Whether on a hoodie, an investor deck or a LinkedIn post, the line acts as a visual metaphor for guidance, progress and the journey Seedcamp shares with its founders.
Testimonial
Dan is nothing short of a joy to work with: collaborative, creative and someone who cares deeply about producing high-quality work. I’ve had the pleasure of working with Dan across multiple projects over the years and so it was a no-brainer for me to enlist his creative expertise when it came to refreshing the Seedcamp brand. He helped us to totally modernise and re-energise the Seedcamp brand, creating visual standout across every design touch point and helping us navigate the complexities of implementation. I couldn’t recommend him and his work highly enough.
