Visual identity for a Series B fundraise
Client
Vertex Labs
Year
2025
Services
Brand Identity, Pitch Design, Data Visualization
The problem
Vertex's founders were two infrastructure engineers with a genuinely hard technical moat and no story. Their existing deck was forty slides of architecture diagrams that made sense to them and to almost no one else.
The process
Narrative workshop
Three working sessions to pull the story out from under the architecture — not what the system does, but what happens for a customer when it works.
Identity system
A restrained mark and type system built to read as credible infrastructure, not a consumer app — deliberately quiet, built to age well through a decade of the company it was meant to represent.
Deck & data visualization templates
A reusable slide and chart system so the same visual language could carry from the pitch deck into board decks, sales collateral, and the eventual company site.
The result
Vertex closed a $42M Series B five weeks after the new deck went out, and the founding team kept using the same template system as their internal 'company OS' well past the raise.
$42M
Series B closed
5 weeks
From deck to close
1
Deck template, still in use
Next project
Northwind Outfitters