Third Path Capital

Challenge:
A newly formed local venture capital startup needed a brand identity that would immediately position them as trustworthy, approachable, and financially sound. The challenge was to create a cohesive design system that resonated with both entrepreneurs and financial partners, while setting the tone for a long-term brand presence.

Solution:
I led the end-to-end branding effort, from initial workshops to asset delivery, crafting a clean, confident visual identity with supporting collateral for digital and print use. The identity system was designed to feel modern and professional without the rigidity often associated with traditional finance firms. I also developed custom materials for investor pitches, leave-behinds, and website branding.

My Contributions:

• Brand Strategy & Visual Identity
  • Facilitated brand discovery sessions focused on audience psychology and tone
  • Translated insights into logo explorations, font and color palette decisions, and a full brand look and feel
  • Delivered final logo and brand marks optimized for use across print and digital platforms
     
• Collateral Design
  • Designed core brand materials, including business cards, letterhead, and an investor presentation deck
  • Developed visual templates for internal use and outreach communications
     
• Marketing & Pitch Tools
  • Created pitch-ready assets such as a branded lookbook and leave-behinds for investor meetings
  • Defined the website branding style guide to ensure consistency across the digital experience

Impact:

• Delivered a fully functional brand system ready for launch and investor engagement
• Enabled the startup team to confidently pitch to potential partners with a polished, consistent identity
• Created a scalable foundation for future marketing expansion