A Brand Built for Founders Who Have the Tenacity to Scale
Client: Scale Venture Partners
Agency: Further
Year: 2025
Role: Mid-Designer
Team — Further
Magali Johnson
Joe Hewitt
Alexis Sellal
Emma Barrett
Amber Wang
Shelby Williamson
Tyler Eldridge
John Keough
Kimia Fariborz
Cheryl Li
Kirsty Deacon
Ella Cheng
Sarah Grech
Paul Martin
Ellen VoorheisOver the past decade, venture capital has drifted toward sameness. Capital is more abundant, competition is dense, and awareness is disproportionately captured by firms with fame, heat, or headline deals.
At the same time, the startup journey has shifted. AI tools have pushed back the real breaking point — it’s no longer zero-to-one, it’s the transition from early traction to sustained scale. Scale Venture Partners have helped numerous founders navigate this moment of transition, yet their brand didn’t tell this story.
We experienced first-hand the analytical depth and strong partner POVs. Our work repositions Scale not as another participant in the early-stage noise, but as a partner built for the hardest part of company building: a differentiated venture capital brand focused on the transition from traction to sustained scale.
StrategyWe shifted the brand to focus on the founder mindset. The types of founders Scale works with are those who can, and want, to go the distance. Those with the tenacity to scale.
Scale’s philosophy, track record, and reputation among founders aligned directly with the point in the company’s journey where ideas become category-defining companies.
BrandFounder-mindset storytelling becomes the brand’s narrative engine. Profiles, essays, and thematic content focus on the tension between ambition and reality. This creates aspiration for early-stage founders and recognition for those deeper into the journey.
The category now operates like a media ecosystem. Partners are channels, and perspective needs to cut through. The brand system needed to give each partner a distinct stage while keeping them unmistakably connected to Scale. Long-form essays, quick diagnostic takes, podcasts, and social analysis all sit within a coherent architecture that elevates senior thinkers and accelerates emerging ones.
We wanted Scale’s operating depth, GTM frameworks, EIR expertise, and practical playbooks, to shift from backstage support to visible proof. These tools become signals of how the firm works: pragmatic, precise, and shaped by lived experience.
ImpactThe new brand gives founders a narrative they can see themselves in and gives Scale a platform that reflects the rigor, respect, and ambition at the heart of their work.
