AlleyCorp
Macroscopic partnered with AlleyCorp to design an identity system that not only articulated, but effectively integrated their vast platform expertise across incubation and innovation platforms including Diversified Technology, Healthcare, Robotics, and Economic Infrastructure.
Design Systems
Brand Identity
Enterprise
Siloed Storytelling
AlleyCorp is a leading New York Venture Capital Studio composed of founders, operators and investors. With a current portfolio of $1.2 Billion, AlleyCorp has incubated and invested in over 90 companies that lead key sectors – including some of the iconic startups that have reshaped our world.
AlleyCorp sought Macroscopic’s expertise in innovation-led identity executions to create an optimized narrative and visual brand identity for the firm.
Initial Auditing
Our team quickly diagnosed that the existing brand narrative and visual outputs lived in a fractured ecosystem of siloed storytelling and failed to reflect the firm’s breadth of capabilities, expertise, and resources available to empower their potential acquisition partners.
A Discovery-Driven Approach
We worked hand-in-hand with AlleyCorp’s vast team of leaders across innovation spaces to understand how their seemingly siloed entities cohabitate with and uplift each other – revealing the sum of their many parts.
Identified and built a rich understanding of their diverse primary audiences – VCs, enterprise, and complex domains – recognizing we needed to build a narrative and visual language that would articulate and reflect the needs of all three target groups.
Delved into AlleyCorp’s business philosophies and value proposition to uncover what truly sets them apart in a crowded landscape – they are both investors and entrepreneurial incubators with unrivaled platform expertise, and, as of yet, had not been telling their full story.
As a result of our discovery and define process above, we arrived at the North Star Mission Statement:
“We are founders, operators, and investors. Together, we build and invest in transformative companies for the present and future, partnering with brilliant and determined entrepreneurs along the way.”
Uplifted Alignment & Empowered Representation
This alignment and reimagined articulation of brand identity provided a clear and confident path ahead for narrative and design frameworks.
We designed and deployed a cohesive visual and narrative identity ecosystem that accurately showcased the organization’s vast impact across cutting edge incubation and innovation platforms including Diversified Technology, Healthcare, Robotics, and Economic Infrastructure – spotlighting the unique intersectional processes and people that drive their success.
We’re proud to now partner with AlleyCorp on driving their own incubation projects forward, including XO Health
AlleyCorp
Uncovering the people and processes behind the portfolio of $1.2 Billion, with the founders, disruptors, and entrepreneurs who are redefining how innovation in business shapes our future.
Design Systems
Brand Identity
Enterprise
AlleyCorp is a leading New York Venture Capital Studio comprised of founders, operators and investors. Macroscopic worked closely with every venture leader in their enterprise to pinpoint the methodologies that make them disruptively transformative, successful in innovating for the present and future. Alleycorp’s portfolio includes some of the earliest and most iconic tech companies Incubating and investing in the development of leading innovators in many industries. With a current portfolio of $1.2 Billion, launching 6-8 companies a year and having invested in 93 companies over the past 15 years.
Macroscopic designed systems and a brand identity to make their vast impact in business clear, bringing a framework to their values, tactics, differentiators and how their incubation and innovation platforms across Social Impact, Robotics, Healthcare, Engineering and General Tech are shaping our future.
Approach
Deeply embedded with AlleyCorp’s senior leadership and founders, Macroscopic helped map and articulate the unique bottom-up process and methodology of the platform, defining the unique engines of their success. Recognising their relentless commitment to possibility, how they thrive in challenge, examining the truth in topics that sometimes have not been even thought about yet, Macroscopic tailor made expandable communication systems that reflect their extraordinary acumen capacity for innovation and precedent breaking in uncharted waters.