Founders faction

Founders Faction is a brand identity shaped by the belief that clarity, purpose and legacy matter more than relentless hustle. Originally imagined as a coastal co-working space for city professionals needing a bit of headspace, the idea quickly evolved. What started as a place became a philosophy. A values-led collective grounded in Stoic and Existential thinking.

It’s a brand for founders building intentionally, growing with purpose and creating something that outlasts them.

I’m proud to say that it won Gold at the London Design Awards 2025 in the category of Company Branding

Overview

Gold winner badge for the 2025 London Design Awards.
Signboard with the text 'Founders Faction' mounted on a brick wall
Billboard on the beach featuring a smiling man with a gray beard and orange beanie, with text about talent in founders faction and a quote from Daniel, Tech CEO.
A man wearing a beige bucket hat, a white T-shirt with founders faction logo on the back, and a black watch, standing in front of a modern blue building, saluting or shielding his eyes from the sun.
Conference name tag labeled Daniel Simpson, CEO of a tech company, hanging next to a promotional poster that says 'Legacy is built in real time' on a beige wall.

This wasn’t just about workspace. It was about mindset. Founders Faction sits somewhere between boutique retreat and business incubator. A space for deep thinking, meaningful conversations and collective momentum.

The identity had to feel grounded, human and lived-in. Less polished startup, more rugged clubhouse for people doing the work.

Positioning

The identity takes cues from life by the sea. Surfboards, salt spray, sun-faded wood and sandy floors. Over time, it’s set to evolve inland, towards alpine environments. Think cabins, snowboards, slow mornings and mountain town energy.

This isn't about surface aesthetics. Everything in the brand connects back to environment, rhythm and values.

Visual direction

Open spiral notebook with handwritten notes and diagrams related to business, energy, and philosophy, placed on a wooden surface.
Brown hoodie with the words 'FOUNDERS FACTION' printed on the back, draped over a pink cylindrical object on a tiled floor, casting a shadow in the sunlight.

At the centre of the brand is a logo made up of three distinct forms. Each one represents a different person, path or perspective. Together, they form a triangle, a shape often linked to stability and strength.

It’s not about everyone thinking the same way. It’s about shared intent and the strength that comes from working together.

Logo & symbolism

The three shapes used in the logo form the basis of the brand system. They stand for the core values:
Purposeful Growth, Enduring Legacy and Collective Energy.

They appear across layouts to guide structure and hold meaning, never just for decoration. We also added loose hand-drawn doodles (arrows, underlines, bursts) to echo the messy beginnings of big ideas.

Together, the system feels layered and intentional, with just enough room for play.

Design system

Smartphone displaying an Instagram page for 'Founders Faction' with the post titled 'Who are we?' placed on a silver metallic surface with parallel ridges.
A hand holding a blue notebook with text on the cover, against a plain background.

The primary typeface is Inter, used for its clarity and quiet confidence. The wordmark is set in a variable cut of Inter, where small shifts in weight and proportion reflect the ebb and flow of collaboration.

We also created a custom display typeface called Founders Hand. It’s used sparingly, adding notes of personality, spontaneity and human touch.

Typography

The palette is built from natural materials and coastal surroundings. A sun-faded navy sits at the centre, supported by off-white, sandstone and soft greys inspired by driftwood and dry grasses.

Accent colours include warm terracottas, soft sky blues and gentle olive greens. The palette is designed to evolve as the brand expands into new terrains, from beach to mountain.

Everything feels grounded, understated and real.

Colour palette

Close-up of a beige vehicle with a sticker that says 'Founders Faction' on the back left side near the taillight, parked in a grassy field.

Photography focuses on people doing what they love. Visuals are layered, warm and textured, with a strong sense of place and purpose.

We avoided anything too polished or posed. This is about capturing individuality, expertise and momentum in an honest, human way.

Imagery

Collection of branding and marketing presentation slides and images for Founders Faction, including logos, signage, color palettes, typography, and social media content.