MSI, Brick by Brick


A brand and website that opens new paths between entrepreneurs and investors.



UX Design

Web Design

Web Development

Print Design

In Collaboration With


Netcapital is a web platform that helps entrepreneurs turn friends, family and fans into investors. We created a brand and website that positions Netcapital as a leader in the crowdfunding category and encourages entrepreneurs and investors to join the platform.

The identity we created is all about the opportunities that emerge when entrepreneurs and investors truly cooperate. Based on an underlying grid and a minimal illustration style, the system is playful, versatile, and easy to expand. Designers can tell the success stories of companies and investors by recombining the pictograms in new ways.

We wrote maxims that define Netcapital’s investment philosophy and key messages that unpack the platform’s benefits. We also defined a brand voice that positions Netcapital as a trustworthy and sophisticated investment platform, in a down-to-earth way.

We designed Netcapital’s website to encourage both entrepreneurs and investors to join the platform. Punchy headlines and supporting copy make the platform’s benefits easy to understand, and streamlined UX design makes it easy to launch an offering or find an investment opportunity.

We sent Heco 438 files of musings, half-starts and inspiration. They gathered the perspectives of seven people, including potential customers, and somehow (in just four weeks) they synthesized those competing ideas into a coherent vision for our brand. We're rushing to implement their recommendations fast enough to keep up with the compliments that we're getting as a result of their work. Plus, our team now has a common perspective on who we are, which has made working together even better.
Joseph Dombroski, Head of Experience