Refactor Capital invests in seed-stage companies that deploy technology to enhance planetary and human health by radically upending traditionally regulated industries. In other words, they are a venture capital firm focused on investing in a wide array of startups with an eye on improving the current and future state of human existence.

Working closely with founding partner Zal Bilimoria, Play developed a brand identity to give a clear, powerful and positive voice to the Refactor mission of working to build a happier, healthier and more habitable world. Because the work that Refactor does is often quite complex and dotted with abstraction, we wanted to build their identity from a place of great simplicity. To offer an instant sense of warmth and approachability in a category that frequently comes across as stern and cold.

To do this, we created a family of three animated spheres. One sphere to represent each of Refactor’s interests: humanity, planet earth and the power of technology. In stasis the three spheres are positioned to form the semblance of a lowercase “r” for Refactor. When animated, the three spheres continuously reposition themselves. Refactoring the elements of the situation to find a new balance.

We selected a deeply warm, sophisticated tri-color palette of burgundy, cream and navy for the brand. Together they evoke age-old trustworthiness while still feeling firmly planted in the present. For type, we opted for the Self Modern font, as well as Matter. Much like the color palette, these fonts convey (especially as the name “Self Modern” suggests) a sense of modernity, seriousness and respect while still feeling approachable.

The design system lives across a variety of touchpoints including the Refactor website, business cards, company stationery, binder covers, posters and even on the obligatory Refactor branded parka. After all, is any design system truly a design system if it isn’t used to promote capitalist pursuits while helping people stay warm in sub-zero temperatures?