B2B
B2B
B2B
B2B
SaaS
SaaS
SaaS
SaaS
Empowered Founders
Empowered Founders
Empowered Founders
Empowered Founders
Empowered Founders is a startup-focused community and knowledge platform created to help entrepreneurs build, scale, and connect.
Client
Empowered Founders
Duration
3 Weeks
Date
Feb 13, 2024
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Overview
Overview
Overview
Empowered Founders is a startup-focused community and knowledge The project goal was to develop a cohesive brand identity and website that reflected empowerment, clarity, and modern startup energy — a space where founders feel seen, supported, and inspired.
Empowered Founders is a startup-focused community and knowledge The project goal was to develop a cohesive brand identity and website that reflected empowerment, clarity, and modern startup energy — a space where founders feel seen, supported, and inspired.
The Challenge
The Challenge
The Challenge
The Challenge
Most startup communities rely on loud visual identities or generic tech branding, making it difficult to establish trust and clarity. Empowered Founders needed a visual system that stood out in the startup ecosystem but still felt credible and minimal — appealing to both emerging founders and established investors.
Core challenges identified:
Create a brand identity that conveys empowerment without cliché “hustle” imagery.
Design a website that tells the story clearly — community-driven, growth-focused, and easy to navigate.
Maintain consistent motion and interaction design when translating from Figma to Framer.
Most startup communities rely on loud visual identities or generic tech branding, making it difficult to establish trust and clarity. Empowered Founders needed a visual system that stood out in the startup ecosystem but still felt credible and minimal — appealing to both emerging founders and established investors.
Core challenges identified:
Create a brand identity that conveys empowerment without cliché “hustle” imagery.
Design a website that tells the story clearly — community-driven, growth-focused, and easy to navigate.
Maintain consistent motion and interaction design when translating from Figma to Framer.
Research & Insight
Research & Insight
Research & Insight
Research & Insight
To position the brand effectively, I analysed 10+ startup community websites and identified recurring patterns:
Overuse of saturated gradients and startup clichés.
Poor narrative flow — users struggled to understand “why the community exists.”
Limited emotional connection in the visual tone.
The insight: Founders trust clarity over complexity. The brand needed to speak in a calm, confident, and intelligent tone — positioning Empowered Founders as a partner in progress, not another loud startup club.
To position the brand effectively, I analysed 10+ startup community websites and identified recurring patterns:
Overuse of saturated gradients and startup clichés.
Poor narrative flow — users struggled to understand “why the community exists.”
Limited emotional connection in the visual tone.
The insight: Founders trust clarity over complexity. The brand needed to speak in a calm, confident, and intelligent tone — positioning Empowered Founders as a partner in progress, not another loud startup club.
Brand Strategy & Direction
Brand Strategy & Direction
Brand Strategy & Direction
Brand Strategy & Direction
Clarity
Every design element communicates value in a simple, direct way.
Empowerment
Strong, balanced typography and color choices project confidence.
Community
The design feels warm and inclusive, avoiding rigid or corporate tones.
Clarity
Every design element communicates value in a simple, direct way.
Empowerment
Strong, balanced typography and color choices project confidence.
Community
The design feels warm and inclusive, avoiding rigid or corporate tones.
Logo Design & Visual Identity
Logo Design & Visual Identity
Logo Design & Visual Identity
Logo Design & Visual Identity
The logo was designed to express connection, growth, and collaboration — the essence of what Empowered Founders stands for.
The clover-inspired geometric symbol represents interconnected founders supporting one another within a shared ecosystem.
The continuous line form symbolizes momentum and the flow of ideas within a community.
The Helvetica wordmark grounds the brand in modern simplicity and professionalism.
The color Electric Sapphire (#6366F1) evokes trust, creativity, and forward energy — visually bright but balanced for digital use.
The Electric Sapphire and Helvetica pairing form the visual foundation of the Empowered Founders identity.
Color Palette: Electric Sapphire as primary, with off-white and dark neutral accents for readability.
Typography: Helvetica Neue — chosen for its neutrality, geometric precision, and timeless appeal across digital platforms.
Iconography: Rounded line icons built to harmonize with the logo’s curvature.
Grid & Layout: Wide margins, balanced spacing, and clear modular structure to enhance clarity and hierarchy.
This combination gives the brand a clean, tech-forward, yet human aesthetic — appealing equally to founders, partners, and investors.
The logo was designed to express connection, growth, and collaboration — the essence of what Empowered Founders stands for.
The clover-inspired geometric symbol represents interconnected founders supporting one another within a shared ecosystem.
The continuous line form symbolizes momentum and the flow of ideas within a community.
The Helvetica wordmark grounds the brand in modern simplicity and professionalism.
The color Electric Sapphire (#6366F1) evokes trust, creativity, and forward energy — visually bright but balanced for digital use.
The Electric Sapphire and Helvetica pairing form the visual foundation of the Empowered Founders identity.
Color Palette: Electric Sapphire as primary, with off-white and dark neutral accents for readability.
Typography: Helvetica Neue — chosen for its neutrality, geometric precision, and timeless appeal across digital platforms.
Iconography: Rounded line icons built to harmonize with the logo’s curvature.
Grid & Layout: Wide margins, balanced spacing, and clear modular structure to enhance clarity and hierarchy.
This combination gives the brand a clean, tech-forward, yet human aesthetic — appealing equally to founders, partners, and investors.
Website Design (Figma → Framer)
Website Design (Figma → Framer)
Website Design (Figma → Framer)
Website Design (Figma → Framer)
The website was designed in Figma and built in Framer to reflect Empowered Founders’ bold, modern identity.
Using Helvetica and neon blue accents, the design feels clean, confident, and community-driven.
Landing: Clear messaging and sharp hierarchy highlight the brand’s mission and invite action.
About: Tells the story of the community with simple layouts and human-focused visuals.
Features: Highlights platform capabilities with clean cards, icons, and micro-interactions.
Use Cases: Shows real startup scenarios for credibility and practical relevance.
Products: Displays available toolkits and programs using consistent visual patterns.
Blog: A simple content hub with bold headlines and scannable layouts for updates and insights.
The website was designed in Figma and built in Framer to reflect Empowered Founders’ bold, modern identity.
Using Helvetica and neon blue accents, the design feels clean, confident, and community-driven.
Landing: Clear messaging and sharp hierarchy highlight the brand’s mission and invite action.
About: Tells the story of the community with simple layouts and human-focused visuals.
Features: Highlights platform capabilities with clean cards, icons, and micro-interactions.
Use Cases: Shows real startup scenarios for credibility and practical relevance.
Products: Displays available toolkits and programs using consistent visual patterns.
Blog: A simple content hub with bold headlines and scannable layouts for updates and insights.
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