K50 originally started in 2008 as Kairos Fellowship, which launched a fund to incubate and invest in mission-driven founders solving real-world issues facing the middle class. In 2019, Kairos became a venture studio, K50 Ventures, to manage investments and continue its mission. Over time, they have built a portfolio of over 300 founders and 160 companies.
Preparing for a full public launch of K50, they needed a brand strategy, identity system, and website to match their bold mission and thesis.
C42D was tasked to strategize, develop and bring to life the brand story and identity, and launch the brand and website in short order.
Discovery, interviews, and analysis helped the C42D team understand the culture, mission, and DNA inherent in K50. The brand framework, personality, and action principles were then created to round out the verbal identity, developing a passionate, brave, and approachable persona that puts its founders first.
The new logo symbolizes a partnership between founder and investor, forming the shape of a K. Boldness shines through a vibrant color palette rich with warm hues. An elegant maroon conveys the heart K50 exhibits every day through dedication to its clients.
Photography style shouts “founders first” and blurs the line between portraiture and lifestyle photography, using full-color imagery and natural lighting to lean into the realness of the founders. Grungy, organic graphics add flair and are balanced by geometric shapes and a dot pattern that speaks to organization.