“We’re a startup that happens
to be a non-profit.” 

– Pam Kostka, All Raise CEO

All Raise began as a loose collective of women working in venture capital.

Their mission is to increase diversity in both venture capital firms and startups – two male-dominated, interdependent worlds that largely kept women and minorities at bay. Working together, the collective quickly spun up half a dozen initiatives aimed at supporting women in VC and at startups. 

Their focus was squarely on creating systemic change and meaningful impact.

Then in April 2018, the collective was selected to be on the cover of Forbes Magazine’s 17th annual Midas List issue.

This level of recognition prompted the as-yet unnamed collective to formalize their nascent operation. Working quickly, the collective landed on the name “All Raise.“

Once the name and logo were sorted and the non-profit paperwork was submitted, one of the founding members built a basic website, which went live just in time for the Forbes article to hit magazine stands.

Just over a year later, All Raise reached out to our team to help them extend these initial branding efforts into a more complete visual identity and build a new website from scratch that could evolve alongside the organization as it continued to grow. 

Knowing All Raise had gotten a lot of press since its inception, we kicked off the project with a bit of desk research.

After reading every article we could get our hands on, we set up stakeholder interviews with some of the founders, who also happened to be a few of the biggest names in venture capital.

With our background research complete, we invited All Raise’s CEO and Director of Communications to join us in Portland for a visual identity workshop.

We emerged from that workshop with a deep understanding of All Raise as a brand, their vision for the future, the needs of the audiences they serve, and some preliminary visual directions.

The insights we uncovered during this robust discovery process formed the foundation for the visual identity and website our team created.

Taking the time to learn All Raise’s story helped us to extend their brand in a way that was both true to their origins and reflective of where they’re headed in the future.

Check out the before and after below, or view the live site at allraise.org

Experience

Strategy Director – BASIC®
Associate Strategy Director – Huge
Strategy Lead – Nelson Cash
Senior Strategist – Freelance
Organization Design Consultant – Habits at Work

Clients

The Tech, FICO, Indeed, All Raise, Mercari, Google Fiber, ICF Next, The Federal Reserve, Walmart

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