During my time at Tamar Capital, I worked closely with the founding team of Tamar Ventures, an early-stage, women-led venture fund investing in innovative startups across the U.S. and Europe. They needed a brand identity and digital presence that reflected their bold yet approachable ethos, while resonating with both founders and LPs. I contributed to the development of their visual identity, pitch materials, and digital assets that helped position them as a credible, forward-thinking fund with a strong point of view.
Role:
Brand & Web Designer
Industry:
Venture Capital
Duration:
8 weeks
Challenges
Dual Audience Communication: Creating a brand that appeals to both founders (as approachable and empowering) and investors (as strategic and credible).
Women-Led Differentiation: Showcasing their unique positioning as a women-led fund in a male-dominated VC space, without being tokenized.
Cohesive Brand Storytelling: Developing a clear and modern visual identity that could live across pitch decks, digital collateral, and web presence.
My Approach
Discovery Phase
Industry Benchmarking: Analyzed visual and strategic trends in early-stage VC branding to identify opportunities for differentiation.
Stakeholder Workshops: Worked with the founding team to uncover their values, vision, and voice—prioritizing clarity, empowerment, and global relevance.
Tone & Voice Definition: Helped shape a verbal identity that was confident, warm, and transparent—aligning with their hands-on approach to investing.
Design and Development
Visual Identity Design: Co-developed a clean and sophisticated brand system, including logo, typography, and a muted yet confident color palette that felt both modern and trustworthy.
Brand Style Guide: Delivered a style guide to support internal consistency across communications, pitches, and future marketing materials.
Pitch Deck Design: Designed a partner-facing pitch deck that clearly outlined the fund’s thesis, portfolio, impact goals, and unique positioning.
Social Media Templates: Created branded templates for LinkedIn and digital announcements to help the team share news, deals, and thought leadership with visual consistency.
Testing and Iteration
Investor Feedback Review: Refined the pitch deck and supporting visuals based on feedback from early investor conversations to ensure clarity and confidence.
Internal Implementation Support: Worked closely with the internal team to ensure smooth adoption of the visual system across all touchpoints.
Results
Tamar Ventures launched with a professional, human-centered brand that communicated their values and investment thesis with confidence. The new pitch materials and visual system helped the team communicate their story effectively, attract aligned LPs, and stand out as a mission-driven fund in the early-stage VC ecosystem.
Future Plans
As I’ve since transitioned from Tamar Capital, I continue to cheer on the Tamar Ventures team as they back groundbreaking startups and reshape the future of VC. It was an honor to contribute to the brand foundations of a fund that champions diversity, innovation, and long-term impact—and I remain open to future creative collaborations should the opportunity arise.
Conclusion
By turning complex robotics into a compelling, cohesive brand experience, I helped Cosmic Robotics establish credibility, raise funding, and enter the market with confidence. This project reinforced the value of clear design and strategic storytelling in translating innovation into real-world impact.
