Deliverable Branding
Sector Finance
Year Jun 2020
Mast

Eudemian Ventures

A Silicon Valley-based venture capital firm investing in North-American software startups at the post-seed stage.

Making Potential Actual

The ancient Greek philosophy of Eudaimonia, originating with Plato and Aristotle, declares that the only way to achieve lasting happiness and meaning is through the actualization of potential. Eudemian Ventures was founded to help actualize that potential. They believe in this philosophy so deeply that it was the only choice when identifying their company. Based in San Francisco, with offices around the world, they work closely with mission-driven founders of software startups to help them realize their vision and broaden their reach across the globe.

Ahead of a major round of fundraising, they approached Mast to help bring the vision of their brand to life. We worked closely with the Eudemian team to understand and actualize their goals for the identity. This partnership ultimately resulted in a modern, elegant brand centered around their central philosophy.

Deconstructing the name, “Eu” stands for “good” and “Daimōn” stands for “spirit”. The Eudaemon; a mythological deity. Historically, the Eudaemon was considered a good spirit or angel. Always depicted as a winged being, this visual was something we knew needed to be fundamental to the creation of the identity.

The symbol itself is the simplified and contemporary depiction of these wings, designed to embody the constant actualization of potential created through a partnership with Eudemian.

As one of the main touchpoints for the brand for many founders and potential partners, the website itself needed to clearly inform and create intrigue. Telling their unique story and announcing Eudemian to the world.

With so many partners around the world, planning a photoshoot was surely impossible. To develop a consistent and refined look for all portraits, we worked closely with illustrator Naomi Paskowitz to establish an elegant and unified illustration style for all current and future team members.

Deliverable Branding
Sector Finance
Year Jun 2020