The world of VC has historically been cool and aloof. The House Fund, started as a community resource for Berkeley student entrepreneurs, is the polar opposite, infusing everything they do with warmth, humanity, and helpfulness. We set out to create a photo series that embodied this ethos.
To make a portfolio showcase that was more exciting and personal than the standard headshot, we organized a photoshoot of The House Fund’s startup founders in their offices, next to their tech that they’re changing the world with. We didn’t want just a photo, we wanted a story.
Given that we’d shoot in 5 different locations, we created Art Direction that was flexible enough to adapt to changing environments, yet structured enough that a unified style would be felt through each and every one.
For headshots, we encouraged warmth and personality through smiling, since The House Fund brings a more human side to the typically cold world of Venture Capital.
Varying ¾ or closeup shots, plus postures that went across the board kept things visually interesting, while our graphic visual ID lent itself to play on top of imagery.
Photographer: Justin BettmanArt Direction: Michaela FiasovaConcept & Production: Eva Frye
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