Identity & Website Design
Visual identity and web assets for a global business network
Angel Investment Network is an online service that connects entrepreneurs with angel investors. Entrepreneurs can access resources to get their proposals up to scratch, before posting their business plan to the website. Investors can then browse the newest and most recommended proposals to find their next potential investment.
Overview
When we started this project in 2011, AIN were already a very sucessful startup with a healthy number of subscribers which was steadily growing. They had a working website and a basic visual identity in place, but felt it was time to bring their identity up to scratch.
This project started out as a basic website redesign, but soon grew to include a redesign of their identity to be used across digital and print.
Identity
An early discussion revealed that AIN wanted an up to date identity that avoided typical business connotations. They liked the idea of having a logo which was abstract, tactile and unlike the imagery commonly associated with business networking.
I started the process by looking at a range of shapes, styles and formats, looking for something that summed up the idea of a network, or connections between people. I invited AIN for regular discussions and kept them a part of the process as much as possible.
The chosen option consisted of abstract shapes merging and intersecting. These shapes are meant to represent the two main user groups, investors and entrepreneurs, meeting together. The overall shape created is also reminiscent of a capital ‘A’, which should work well on it’s own as an icon.
Website Design
One of the first things I helped Angel Investment Network with was their visual identity. The logo they were using felt outdated, stuffy and slightly something else.
I based their new identity on
