Today we're showcasing a new branding project featuring a humorous concept for those who have heard about the bootstrap concept and know about web design. The founder of Calm Company Fund, Tyler Tringas, came to Scout Lab with the task of finding a new name and brand.

Previously it was known as Earnest Capital for its first three years as an upstart fund. Calm Company Fund focuses on supporting entrepreneurs; who are building companies through providing access to capital, mentorship, and community. Tyler and the team found it was time to find a concept that reflected the strengths of this model and why so many entrepreneurs prefer this path. So they partnered with Scout Lab to create a new brand strategy, end-to-end visual identity. Plus, a website experience speaking to their unique mission of designing a community that supports a new, more sustainable way to fund and build 'calm' companies. Designers developed a bootstrapping graphic, a nod to coding that exists within the identity. Plus, the use of parentheticals as a symbol of the all-encompassing ecosystem.

The overall new identity is approachable and friendly, just like the entrepreneurs they are aiming to attract. The entrepreneur's journey is a central theme in Calm Company Fund's identity. This nerdy, funny concept has a strong imprint and relates to their entrepreneurial clients.