Every Raise Is a Campaign
Studio work at Portal, for The Crowd, 2024
Strategy:
Raising money from a crowd is mostly a communications problem. The Crowd works the campaign beside the founder rather than handing over a login. The identity carries that.
Design:
The identity, across the site, the posters and the apparel. A knotted iridescent symbol, and a palette named on the brand’s own page: Highlighter, Ocean, Denim, Space, Paper.
Leadership:
Studio work at Portal, credited that way. The learning platform went from zero to over a dozen clients, and every founder on it uses it.
Product in Hand
A knot that changes colour.
A knotted symbol, iridescent, so it reads one colour on a hoodie under concrete and another on a poster set into ivy. Keeping it recognisable was the hard part.
Product in Life
Learn the raise first.
A first-time founder learns the mechanics on the platform, then runs the campaign with The Crowd beside them. The site is written to backers who care what the company is for.
Campaign objects
Merch that talks the founder up.
A Daily Affirmations card box, a ‘Radiant Ripple’ card, a lime card and a holographic sticker. The knot holds its colour shift at sticker size.
Product in Culture
The founder is the media.
Equity crowdfunding lets a company sell shares to people who already believe in it. The raise is a campaign before it is a transaction. Most founders have never run one.
From zero. Every founder uses it, a vertical outside services.
Head of Brand & Product at Portal
Identity, web, apparel
The Crowd
Launched, 2024