The new verbal identity conveys the confident, fast-paced ambition of gener8tor. It’s a company full of young, eager, thought-leaders who have a lot to say about the impact they’re making within communities. These feelings mold together, blurring the lines between work and life with the distinct character of both.

The gener8tor brand voice is bold, strong, and full of energy. To them, Startups thrive with collaboration, networks and human-to-human connection. Their voice reflects their capability, resilience, and experience – and makes others feel capable in return. They are vibrant, encouraging, and driven.

Hello, bold, timeless, energetic colors.

The visual system has polish and personality: familiar typography adds comfortability and trust, while carefully curated photography feels non-intimidating and genuine. The primary gener8tor color palette gives a nod to the previous “red” with a more vibrant tone. The program colors

oftentimes live separately from one another, but are able to act as a cohesive family when necessary. Each color was carefully chosen to integrate into the primary brand colors seamlessly.

I defined two distinct photography styles: portrait and environmental. For the primary headshot style, I wanted to complement the core color palette by having something that felt strong, yet inviting with authentic expressions and a neutral toned background that complements gener8tor Midnight. This simplistic approach also helps contrast other photography styles and the visual language system.

A secondary style leans on environment and light to portray a glimpse of the gener8tor lifestyle. The individual subjects are camera unaware to better complement and not compete with headshot styles. This tone comes to life through high-energy events, collaboration, and a local play on our communities; never overly-curated, but genuine and authentic.

For the UXUI portion of this project, I started with the overall site architecture. Before overhauling the IA, gener8tor’s individual programs were all living on separate domains and existing in silos. In order to streamline the brand, user experience and create an all encompassing environment, I broke up the programs into six main categories (shown below.) Then, I took it a level deeper and explained the type of participant that could be drawn to each category; an Artist, Career-Seeker, Startup and so on.

By breaking gener8tor’s programming up into categories, I was able to not only give the user a better overall experience, but create a clear journey creating leads, partnerships and a 43% increase in number of applicants.

For a user who is new to the world of accelerators, the short and subtle descriptions are also used as educational material as they move throughout the website. Consistent language was very important here.

gener8tor has many moving pieces – from accelerators to corporate partnerships to events and more. My biggest challenge was creating landing pages for every program market to ensure new market pages could be

created quickly and efficiently with dynamic content. My next biggest challenge? It had to be done on Squarespace. 😳

At it’s core, gener8tor’s product is its variety of programming. Many of the external marketing initiatives consist of special announcements and/or awards, cohort exposure, new and upcoming programs and gener8tor’s mission-oriented goals. With 100+ programs running simultaneously throughout the year, gener8tor wanted their marketing to feel cohesive, but also special highlighting either industry or market focus.

I was able to create a consistent visual identity through consistent website hero images, website landing page templates, Mailchimp templates, reusable event collateral, social media posts, paid ad designs and more. Prioritizing and accounting for all of these additional elements helps to quickly establish consistency across the gener8tor experience and brand voice.