We came into the project with a short brief, a tight timeline and a clear goal: set up the brand so it works from the very first contact.
United Founders already had a foundation worth building on. Starting from scratch made no sense. Instead of a revolution we chose a precise evolution — we refined the logo, strengthened the signature purple, expanded the colour palette and set graphic principles that work across outputs. From small UI elements to larger brand compositions.
It wasn’t just about making the brand look better. We needed to create a system that holds up in practice — on the website, in communication with founders and when presenting to investors.
The strength of United Founders rests on people. On individuals from across Europe who give the project experience, expertise and credibility. That’s exactly why we built the visual approach around them.
We looked for a way to show the founders consistently, but not interchangeably. The AI tool Nano Banana Pro and fast post-production helped us speed up work on the portraits while unifying them into one legible system. The result is a style that feels current and professional, yet still lets each personality stand out.
On these foundations we also built the new website — the brand’s main touchpoint. We didn’t treat it as a side output to the branding, but as the place where the new style gets tested in real operation.
This is where the work with purple, the expanded palette and the focus on founders fully came through. The design had to be fast, clear and free of unnecessary fluff. Just like the whole brief.
Today United Founders comes across as a more unified and more confident brand. The new identity and website give the project a firmer base for fundraising, dealflow, hiring and everyday communication.
And the brand hasn’t lost the energy of the startup world. It just gained a sharper form, a stronger presentation and greater credibility.
Once every 14 days — always on a Thursday — we drop a hit of raw thinking for tech founders, CEOs, and CMOs who know that marketing in this segment needs to be done differently. No fluff. No spam. Just the stuff worth reading.
