Equitybee illustration showing a diverse group of startup employees and a dog.

Startup stock option financing platform

Equitybee Rebrand

The Challenge

Equitybee served two very different audiences: startup employees seeking funding and accredited investors looking for access. The existing identity was recognizable but difficult to scale, relying heavily on neon green and a limited illustration system that struggled across different audiences, channels, and use cases.

The challenge was to create one brand that could feel approachable and human for employees, while remaining credible and structured for investors.

The Solution

We evolved Equitybee into a more flexible visual system built to work across both audiences. The rebrand introduced a new logo, broader color palette, typography system, expressive illustration language, and modular graphic elements based on overlapping forms.

The system was designed to adapt across web, campaigns, presentations, product touchpoints, and physical applications without losing a consistent Equitybee identity.

My Role

I led the hands-on design and execution of the rebrand in collaboration with the Head of Creative, developing the identity across logo, color, typography, illustration, and visual systems.

I also helped translate the new brand across the marketing website, campaigns, presentations, and product touchpoints, including co-designing and rebuilding the website in Webflow.

Deliverables:

Brand Identity

Visual System

Web Design

Illustration

Startup stock option financing platform

Equitybee Rebrand

The Challenge

Equitybee served two very different audiences: startup employees seeking funding and accredited investors looking for access. The existing identity was recognizable but difficult to scale, relying heavily on neon green and a limited illustration system that struggled across different audiences, channels, and use cases.

The challenge was to create one brand that could feel approachable and human for employees, while remaining credible and structured for investors.

The Solution

We evolved Equitybee into a more flexible visual system built to work across both audiences. The rebrand introduced a new logo, broader color palette, typography system, expressive illustration language, and modular graphic elements based on overlapping forms.

The system was designed to adapt across web, campaigns, presentations, product touchpoints, and physical applications without losing a consistent Equitybee identity.

My Role

I led the hands-on design and execution of the rebrand in collaboration with the Head of Creative, developing the identity across logo, color, typography, illustration, and visual systems.

I also helped translate the new brand across the marketing website, campaigns, presentations, and product touchpoints, including co-designing and rebuilding the website in Webflow.

Deliverables:

Brand Identity

Visual System

Web Design

Illustration

Equitybee's green app icon with a white looping e-shaped logomark.
Equitybee's green app icon with a white looping e-shaped logomark.
Equitybee's green app icon with a white looping e-shaped logomark.
Yellow, green, and white tote bag mockup featuring the Equitybee logo, carried by someone in black boots.
Yellow, green, and white tote bag mockup featuring the Equitybee logo, carried by someone in black boots.
Large branded exhibition wall reading Equitybee: Opening the Door to Startup Investing, with visitors walking past.
Large branded exhibition wall reading Equitybee: Opening the Door to Startup Investing, with visitors walking past.
Three animated flags waving in the wind, each printed with Equitybee branding in green, yellow, and navy.
Hand holding a phone showing a LinkedIn profile styled with Equitybee brand colors and logo.
Equitybee's green app icon with a white looping e-shaped logomark.
Close-up of a white t-shirt with the Equitybee logo and a scalloped green, yellow, and navy pattern.
Person opening an Equitybee-branded navy backpack packed with green and yellow notebooks.
Person opening an Equitybee-branded navy backpack packed with green and yellow notebooks.
Equitybee-branded event badge for a Med. Event Speaker, hanging from a green lanyard.
Original EquityBee logo with a green bee and gray wordmark.
Earlier EquityBee logo in bright green.

Logotype Construction

Logotype Construction

Identity

From bee to brand

The previous identity had structural problems that prevented it from functioning as a real brand system.

The color: Nearly neon, oversaturated. Text couldn't sit on it without losing legibility.

The characters: No hands. No legs. No expressions. They couldn't hold anything, point at anything, or show genuine emotion.

The floating icons: Green circles with a "P" inside, meant to represent stock options, except nobody understood that. What they actually saw was floating earbuds around people's heads that read as music.

No graphic language: Remove the characters from the frame and there's no brand left. Nothing that could stand alone and say Equitybee.

Old Brand

  • Original Equitybee website hero with the headline Open Options for All and a green character illustration.
  • Equitybee email helping startup employees estimate the potential value of their equity.
    Equitybee funding application email presenting options to exercise shares or receive cash for equity.
    Equitybee email explaining that employees remain owners of their shares after receiving funding.
  • Equitybee referral email with illustrated hands and the message Everything Is Better With Friends.
    Equitybee referral email explaining how employees can invite coworkers and friends.
  • Equitybee company-update email template featuring the Plaid logo.
    Footer and call-to-action section of an Equitybee company-update email.
  • Equitybee investor email promoting a wishlist of pre-IPO companies.
    Equitybee investor email explaining how to select companies and industries for a wishlist.
    Footer and account-manager signature section of an Equitybee investor email.
  • Equitybee investor onboarding email introducing the Equitybee Essentials learning section.
    Equitybee onboarding email explaining investment benefits, risks, and next steps.
    Footer of an Equitybee investor onboarding email with example startup logos.
  • Equitybee email introducing the Venture Portfolio Fund for accredited investors.
    Equitybee Venture Portfolio Fund email explaining the fund and its investment approach.
    Disclaimer and footer section of an Equitybee Venture Portfolio Fund email.
  • Equitybee welcome email for startup employees seeking funding for their equity.
    Equitybee funding email listing situations in which employees may qualify for funding.
    Equitybee funding email with application buttons and an illustration of a hand holding a coin.
  • Equitybee referral email with illustrated hands and the message Everything Is Better With Friends.
    Equitybee referral email explaining how employees can invite coworkers and friends.
  • Equitybee welcome email for startup employees seeking funding for their equity.
    Equitybee funding email listing situations in which employees may qualify for funding.
    Equitybee funding email with application buttons and an illustration of a hand holding a coin.
  • Equitybee email helping startup employees estimate the potential value of their equity.
    Equitybee funding application email presenting options to exercise shares or receive cash for equity.
    Equitybee email explaining that employees remain owners of their shares after receiving funding.
  • Equitybee investor onboarding email introducing the Equitybee Essentials learning section.
    Equitybee onboarding email explaining investment benefits, risks, and next steps.
    Footer of an Equitybee investor onboarding email with example startup logos.
  • Equitybee investor email promoting a wishlist of pre-IPO companies.
    Equitybee investor email explaining how to select companies and industries for a wishlist.
    Footer and account-manager signature section of an Equitybee investor email.
  • Equitybee company-update email template featuring the Plaid logo.
    Footer and call-to-action section of an Equitybee company-update email.
  • Equitybee email introducing the Venture Portfolio Fund for accredited investors.
    Equitybee Venture Portfolio Fund email explaining the fund and its investment approach.
    Disclaimer and footer section of an Equitybee Venture Portfolio Fund email.
  • Equitybee email introducing the Venture Portfolio Fund for accredited investors.
    Equitybee Venture Portfolio Fund email explaining the fund and its investment approach.
    Disclaimer and footer section of an Equitybee Venture Portfolio Fund email.
  • Equitybee company-update email template featuring the Plaid logo.
    Footer and call-to-action section of an Equitybee company-update email.
  • Equitybee investor email promoting a wishlist of pre-IPO companies.
    Equitybee investor email explaining how to select companies and industries for a wishlist.
    Footer and account-manager signature section of an Equitybee investor email.
  • Equitybee investor onboarding email introducing the Equitybee Essentials learning section.
    Equitybee onboarding email explaining investment benefits, risks, and next steps.
    Footer of an Equitybee investor onboarding email with example startup logos.
  • Equitybee email helping startup employees estimate the potential value of their equity.
    Equitybee funding application email presenting options to exercise shares or receive cash for equity.
    Equitybee email explaining that employees remain owners of their shares after receiving funding.
  • Equitybee welcome email for startup employees seeking funding for their equity.
    Equitybee funding email listing situations in which employees may qualify for funding.
    Equitybee funding email with application buttons and an illustration of a hand holding a coin.
  • Equitybee referral email with illustrated hands and the message Everything Is Better With Friends.
    Equitybee referral email explaining how employees can invite coworkers and friends.
  • Equitybee email helping startup employees estimate the potential value of their equity.
    Equitybee funding application email presenting options to exercise shares or receive cash for equity.
    Equitybee email explaining that employees remain owners of their shares after receiving funding.
  • Equitybee referral email with illustrated hands and the message Everything Is Better With Friends.
    Equitybee referral email explaining how employees can invite coworkers and friends.
  • Equitybee company-update email template featuring the Plaid logo.
    Footer and call-to-action section of an Equitybee company-update email.
  • Equitybee investor email promoting a wishlist of pre-IPO companies.
    Equitybee investor email explaining how to select companies and industries for a wishlist.
    Footer and account-manager signature section of an Equitybee investor email.
  • Equitybee investor onboarding email introducing the Equitybee Essentials learning section.
    Equitybee onboarding email explaining investment benefits, risks, and next steps.
    Footer of an Equitybee investor onboarding email with example startup logos.
  • Equitybee email introducing the Venture Portfolio Fund for accredited investors.
    Equitybee Venture Portfolio Fund email explaining the fund and its investment approach.
    Disclaimer and footer section of an Equitybee Venture Portfolio Fund email.
  • Equitybee welcome email for startup employees seeking funding for their equity.
    Equitybee funding email listing situations in which employees may qualify for funding.
    Equitybee funding email with application buttons and an illustration of a hand holding a coin.
  • Equitybee referral email with illustrated hands and the message Everything Is Better With Friends.
    Equitybee referral email explaining how employees can invite coworkers and friends.
  • Equitybee welcome email for startup employees seeking funding for their equity.
    Equitybee funding email listing situations in which employees may qualify for funding.
    Equitybee funding email with application buttons and an illustration of a hand holding a coin.
  • Equitybee email helping startup employees estimate the potential value of their equity.
    Equitybee funding application email presenting options to exercise shares or receive cash for equity.
    Equitybee email explaining that employees remain owners of their shares after receiving funding.
  • Equitybee investor onboarding email introducing the Equitybee Essentials learning section.
    Equitybee onboarding email explaining investment benefits, risks, and next steps.
    Footer of an Equitybee investor onboarding email with example startup logos.
  • Equitybee investor email promoting a wishlist of pre-IPO companies.
    Equitybee investor email explaining how to select companies and industries for a wishlist.
    Footer and account-manager signature section of an Equitybee investor email.
  • Equitybee company-update email template featuring the Plaid logo.
    Footer and call-to-action section of an Equitybee company-update email.
  • Equitybee email introducing the Venture Portfolio Fund for accredited investors.
    Equitybee Venture Portfolio Fund email explaining the fund and its investment approach.
    Disclaimer and footer section of an Equitybee Venture Portfolio Fund email.
  • Equitybee email introducing the Venture Portfolio Fund for accredited investors.
    Equitybee Venture Portfolio Fund email explaining the fund and its investment approach.
    Disclaimer and footer section of an Equitybee Venture Portfolio Fund email.
  • Equitybee company-update email template featuring the Plaid logo.
    Footer and call-to-action section of an Equitybee company-update email.
  • Equitybee investor email promoting a wishlist of pre-IPO companies.
    Equitybee investor email explaining how to select companies and industries for a wishlist.
    Footer and account-manager signature section of an Equitybee investor email.
  • Equitybee investor onboarding email introducing the Equitybee Essentials learning section.
    Equitybee onboarding email explaining investment benefits, risks, and next steps.
    Footer of an Equitybee investor onboarding email with example startup logos.
  • Equitybee email helping startup employees estimate the potential value of their equity.
    Equitybee funding application email presenting options to exercise shares or receive cash for equity.
    Equitybee email explaining that employees remain owners of their shares after receiving funding.
  • Equitybee welcome email for startup employees seeking funding for their equity.
    Equitybee funding email listing situations in which employees may qualify for funding.
    Equitybee funding email with application buttons and an illustration of a hand holding a coin.
  • Equitybee referral email with illustrated hands and the message Everything Is Better With Friends.
    Equitybee referral email explaining how employees can invite coworkers and friends.
LinkedIn campaign mockup promoting Equitybee funding with a colorful equity-themed banner.
LinkedIn campaign mockup featuring an Equitybee representative and an equity-funding banner.
LinkedIn campaign mockup featuring an Equitybee representative and an equity-funding banner.
Before-and-after comparison of Equitybee advertising for employees leaving a startup.
Cream and green baseball cap with an embroidered Equitybee Austin 2023 patch.

The answer wasn't two brands. It was one system with a calibrated dial. The illustration style, the color temperature, the type weight - everything was designed to shift along a spectrum: approachable and human for employees, clean and data-forward for investors. Same logo. Same palette. Different emphasis. The real design challenge was knowing exactly how far to push each direction without breaking the coherence of the whole.

The redesign addressed all problems. A new logo built from the brand's core concept, two overlapping shapes representing employees and investors coming together. A richer color palette with a darker green anchored by a warm yellow. A new illustration system with full characters. And a modular graphic language of organic color merges, flexible enough to adapt to any context, consistent enough to always feel like Equitybee.

A custom illustration style built to humanize a complex financial product. Each character wears a lightly modified version of a real startup logo, close enough to be recognized by anyone who works there, different enough to avoid a lawsuit. The kind of detail that makes people tag their coworkers.

Redesigned Equitybee homepage hero with the headline Unlock the value of your equity and employee illustrations.
Equitybee website section explaining the difficulty startup employees face when exercising stock options.
Equitybee website diagram showing three steps: understand options, get funded, and cash out.
Equitybee website cards for startup employees seeking funding and investors accessing high-growth startups.
Equitybee website testimonial from a startup employee alongside a character illustration.
Equitybee website section highlighting an employee-first approach and personal guidance.
Equitybee website signup section with an illustrated city skyline.
Equitybee website footer with office information, social links, and legal information.
Equitybee Reserve Fund hero with building-block illustrations representing startup holdings.
Equitybee Reserve Fund page explaining how investors filter and access startup opportunities.
Equitybee Reserve Fund benefits including priority access, custom parameters, and automated curation.
Equitybee investor page showing startup companies accessed before they went public.
Equitybee Reserve Fund call to action beneath a collection of startup company logos.
Comparison of the Equitybee Reserve Fund structure with secondary-market investing.
Timeline showing an example Equitybee liquidity event from option exercise through distribution.
Equitybee investor signup and footer section with illustrated building blocks.

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