Index Ventures

In a culture where Gen-Z is suspicious of millionaires, Index Ventures approached Instrument to humanize the founders in their venture capital cohort, and refresh their website and identity, initially designed by Pentagram. I led the photo, website, and branding workstreams to implement a cohesive story across platforms: every leader has idiosyncrasies that make them more relatable and human, and more of those stories need to be told. We selected photographer Sasha Maric to capture an artful and inviting quality of “sitting down” with the founders, images which were applied to an editorial storytelling device on the existing website to reveal the founders’ vignettes.