The Greenhouse for a founder revolution
The Brief
New Valley Labs is a startup studio with a purpose: to reimagine what it means to launch a company in the American Midwest. Their ambition is centred on supporting under-represented founders, particularly queer entrepreneurs, to build companies from zero to one with the operational and strategic support usually reserved for the elite.
They approached a small studio for creative execution. I led the brand strategy and identity narrative, which served as the foundation for the visual identity and communication system.
What was Delivered
This was about empowering New Valley Labs to show-up with intention and clarity from day one. So we:
Defined the core brand positioning as “the greenhouse for a founder revolution” – a metaphor that speaks to growth, care, and radical creativity.
Crafted a compelling narrative system that clearly articulated their mission, point of view, and the real problems they aim to solve.
Developed a tone of voice framework that balances boldness with inclusivity; candid, empathetic and straight-talking – reflecting the kind of founders they want to build with.
Built a narrative scaffolding that would directly inform the visual identity, digital design, and pitch communications.
Delivered high-impact narrative, value proposition clarity, and website messaging aligned with their venture and community goals.
Results
New Valley Labs launched with a sharp, distinct identity that clearly differentiated it from traditional VC and accelerator brands. The messaging invites collaboration, reflects the founders’ vision, and resonates with the kinds of entrepreneurs and partners they want to attract.
The brand now lives across digital, and investor-facing platforms with clarity, consistency and edge.
