New Visual Identity & Website
The founder had been building the technology to create a new kind of fitness experience for 2 years by combining artificial intelligence with workouts designed by leading personal trainers. It was launched in stealth under a working name – WOOP. However there was a big player in the fitness space named Whoop already - and discoverability was going to become a mountain to climb. They were in an urgent need of a new brand platform and visual identity that could embody the feeling after a great workout session while being tied into a habit loop of good exercise.
- The verge
"The slash" symbolizes the intersection between investor and investment. Without each other neither would exist. The slash can be used in many different ways. As a super graphic on it’s own but more commonly as a pattern with colors. Large slashes can also be used to crop images and create grids for layouts.
GV doesn’t have its own brand color palette. Conceptually, GV exists because and for its portfolio companies. Therefore the GV visual identity has multiple color palettes derived from all of the portfolio companies. The color palettes have specific orders to them to form patterns.
When the GV brand is combined with a specific portfolio company the color palette changes to that specific company.
The new visual identity informed more than just what the eye can see. We created a unique diagonal grid out of the slashes which guides all of the layouts. This even made it into the code of the website it self.