Verify offers something unique—their perspective. We wanted to highlight their (often messy) process by boiling down what they are really doing, and that is discovering. Along with outlining their process, we needed to highlight the way in which they look at the world. We developed the “Verif-eye” (get it?) to help describe and animate the emotions that one feels in the journey in the venture space.

Along with launching a new identity, we were tasked with creating a digital experience that would showcase the often blurry work that Verify tackles. Their work can be messy at times and they aren’t afraid to get their hands dirty or ask difficult questions. We needed to create an identity that could communicate this process in a visually striking manner.

Due to the constantly-changing nature of innovation, we created a modular design system that allows the brand to grow and evolve while staying rooted in simplicity. We built an underlying grid to ground the identity in structure, with the purpose of being easily replicable. Likewise, we chose a greyscale color palette to capture Verify’s process of living in the grey. We chose unexpected and fun secondary colors to highlight the friendly personalities of the founding Verify partners and their studio culture.