Vectes brand identity

BRAND IDENTITY & GUIDELINES
POSITIONING & VOICE
WEB PREVIEWS
GENERATIVE AI

Vectes, a European deep-tech fundraising advisory, came to me with a name and nothing else. I built the brand from scratch and packaged it so the founders could keep building on it with AI after the project is finished.

Vectes, a European deep-tech fundraising advisory, came to me with a name and nothing else. I built the brand from scratch and packaged it so the founders could keep building on it with AI after the project is finished.

COMPANY

Vectes

ROLE

Brand Designer

COLLABORATORS

Solo Project

COMPANY

Vectes

ROLE

Brand Designer

COLLABORATORS

Solo Project

CONTEXT

Vectes sits between deep-tech founders and the investors they pitch to. So the brand had to work for both sides of the table: credible to institutional VCs, approachable to first-time founders. The founders also planned to build their website themselves, with AI. So the brand had to be clear enough to build on without a designer.

APPROACH

I ran it solo, with the founders reviewing each stage live on a shared Miro board. Before the kickoff, I sent a question set on audience, competitors, personality, and references, so we spent the session deciding, not discovering. Then I built two personality directions, each a mood board with a short story. The goal wasn't to pick the stronger one, but the one that felt like them.

DECISIONS

An interactive key visual

Even a restrained system still needs a moment people remember. A radial gradient follows the cursor, saved for high-impact moments so it keeps its effect.

Colors of quiet confidence

Navy is the industry default. Dark grey with a green accent carries the same sense of trust, without borrowing the look of a bank.

Built for AI handover

The website would be built with AI, not by a designer. So I used AI to package the full system into a markdown file that keeps every output on brand.

DECISIONS

An interactive key visual

Even a restrained system still needs a moment people remember. A radial gradient follows the cursor, saved for high-impact moments so it keeps its effect.

Colors of quiet confidence

Navy is the industry default. Dark grey with a green accent carries the same sense of trust, without borrowing the look of a bank.

Built for AI handover

The website would be built with AI, not by a designer. So I used AI to package the full system into a markdown file that keeps every output on brand.

OUTPUT
OUTPUT

Core brand elements

Core brand elements

Positioning and tone of voice

Positioning and tone of voice

Interactive HTML brand book

Interactive HTML brand book

AI-ready brand system (.md)

AI-ready brand system (.md)

Website previews, light and dark

Website previews, light and dark

RESULTS
RESULTS

Built on without me

The founders gave the brand file to Claude Code and shipped a beta landing page on their own. Their feedback: "Claude Code took your work and ran with it. Works really well."

01.

Beyond the brief

Client asked for a logo, colors, type, and basic guidelines. They got a position, a voice, and a system to run it.

02.

Up Next

More brand identity and systems work.

Read More

Let's work together

mail@juliebruk.com

Platforms

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