New Valley Labs is a pre-seed startup studio in Cleveland, Ohio, built for LGBTQIA+, female and underrepresented founders. They have long been overlooked by the venture world. Its founders came to us with a clear mission but a brand that didn’t reflect what they were building. We were asked to give them an identity as bold, nurturing and unapologetic as the studio itself.
NVL calls itself “the greenhouse of a founder revolution.” The identity pairs that nurturing spirit with the energy of punk rock, through bold color, loud but refined type and illustrations full of attitude. It’s a deliberate break from the cookie-cutter look of the venture world.
The website makes NVL’s mission and pre-seed model easy to understand at a glance. For motion, we wanted the marketing to feel as punk rock as the brand itself. So rather than a standard brand film, we made something closer to a music video: loud, rhythmic and full of personality.
01 / Identity
NVL calls itself “the greenhouse of a founder revolution.” The identity pairs that nurturing spirit with the energy of punk rock, through bold color, loud but refined type and illustrations full of attitude. It’s a deliberate break from the cookie-cutter look of the venture world.
02 / Marketing
The website makes NVL’s mission and pre-seed model easy to understand at a glance. For motion, we wanted the marketing to feel as punk rock as the brand itself. So rather than a standard brand film, we made something closer to a music video: loud, rhythmic and full of personality.
03 / Partnership
New Valley is a greenhouse where queer and underrepresented tech founders can bloom. The brand had to feel as scrappy and expressive as the community it serves.
