R/GA, Marketing Agency
Founderland Brand Design Accelerating growth for women of colour founders.
Only 0.5% of venture capital in Europe currently goes to women of color founders. Together with Berlin-based initiative Tech in Color, we wanted to correct this status quo by creating Founderland, a brand for female founders of color to stand out in the market – and increase their access to crucial funding.
Brand Positioning
Verbal Identity System
Brand System Guidelines
Product Strategy
Product Design
Design System
Product Development
268%
Increase in applications
103%
Increased followers on Linkedin
$1m
Received in funding
Founderland celebrates individuality and identity with bold future-facing design. A key feature is the customizable design system, inspired by flag iconography, that allows the founders to express what they stand for, and celebrate their businesses. Founderland is bold, expressive and optimistic, as we believe these are attributes needed to be seen, take on the challenge of entrepreneurship and succeed.
Founderland is Europe’s largest hub for women of color founders and is one of the fastest growing nonprofits of its kind.
We continue to support them with the branding and development of additional features on their .com, like Founderland Compass, a hands-on program helping founders navigate negotiations and pitches, and Founderland Beacon, an investor collective composed of those who want to steer their industry towards a more equal future. To augment their offering and leverage innovation to empower, we are developing AI solutions for founders to fine tune their pitching skills.