New Valley
a founder revolution
2024
Overview
New Valley is a greenhouse for founder revolution—a space where queer and underrepresented tech founders can bloom. Guided by our Identity Architecture process, we built a brand that’s fearless, punk rock, and full of heart—think Scott Pilgrim meets grassroots tech.
As the motion designer on this project, my goal was to bring that same energy to life through movement. I leaned into hand-drawn elements and imperfect transitions to reflect the scrappy, expressive nature of New Valley’s mission. The motion had to feel alive—like a rock music video built for a graphic novel. Something raw, real, and impossible to ignore.
Brand Identity
Website Design
Motion Design
Created at a small studio
Considerations
The colors are intended to be a fresh take on the rainbow flag– something that pays homage to icons like Ziggy Stardust and David Bowie. Thunder, our typeface, can only be describes and loud and proud. A chunky, versatile font that you can't look away from. We were font of describing the character illustrations as just a "little guy." They're shy, earnest, and a little awkward. They're representations of any founder who wants to bloom in the greenhouse of this founder revolution.
