# Midwest.VC

Branding & Website Development for a new Seed Investment Fund

Project: Branding & Website Development for a new Seed Investment Fund  
Status: Launched

### **How to stand out?**

Midwest.VC was started with a simple purpose, to invest in amazing startups located in the Midwest that are routinely get passed over for ‘lack of traction’. Midwest.VC (or MVC for short) fills a critical void that’s in the Midwest, seed & pre-seed funding so startups have enough money to get to the next level.

Sadly, this is a reason that many promising startups in the Midwest have to shut down or get supplanted by ‘better funded’ startups, even if they had a better team, more product-market-fit, or potential than startups on the East & West Coast.

So, the founders of MVC saw a huge opportunity & decided it was something they could dedicate their time & energy to for the next 10+ years.

### **Which direction to go?**

While the team had plenty of experience in building, operating, scaling & exiting startups, they were relatively newcomers to the investing world.  They didn’t have a huge personal exit, didn’t come from VC, and didn’t have a ‘family fund’. They did have an incredible network & the incredible experience necessary to start a successful startup, something which is sadly missing from the early-stage investment world in Chicago & the Midwest.

Further, the team didn’t have any **massive** success via their own angel investments, since it’s too early for many of their investments to exit. So how could they stand out?

The team met with LVL & came up with a few different design directions, one of which is above.  While they loved this design (and the others) & thought it could’ve been a great fit, it also seemed ‘too clean’ & too much like other sites that we studied.  We wanted to create a brand that better reflected the team & what they look for in startups.

We ended up with a grittier & tougher aesthetic that they loved. They concluded that their favorite startups are those that hustle & get shit done, no matter the odds – something we think was better reflected in the dark mood with somewhat of a ‘grungy’ vibe through the typeface.  They’re very happy & are super pumped with how it turned out!

### Unicorn Hunters

Midwest.VC is rapidly growing its LP list & will be making the funds first investment in Q1 of 2020. They hope to become the most active seed fund in the Midwest in the future!

[Check it out](https://midwest.vc/)

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