Leslie Founders

Branding identity for Leslie founders, a new program dedicated to early stage founders

Timeline

October 2025 - November 2025

Team

Myself

Tools

Adobe Illustrator

Overview

Branding for Leslie Founders, a new program dedicated to early-stage startups and aspiring entrepreneurs, as part of my internship at NYU Entrepreneurial Institute

Problem & Strategy

How can we create a brand that resonate with founders?

My challenge was to develop a branding system that resonates with startup founders while feeling both familiar and distinct from previous programs under NYU Entrepreneurial Institute.

I chose to center the design around the aspirational spirit of building a startup: the vision, the uplifting sense of momentum, the curiosity to explore uncharted territories, and the exhilaration of discovering “new ground.”

Restraints and Limitations

I was asked to work around some specific guidelines, such as the color, font (NYU Perstare), and logo

Building on the existing logo’s rocket symbol (an icon that was not used extensively within other Institute programs) I expanded the visual direction around its sense of exploration.

Initial Inspiration

Space, breaking out of the atmosphere, venturing into the unknown. Vector Art(references from Pinterest)

Exploration

Final Design

Print and Digital

After receiving feedback from my supervisor, I created mockups and assets for both print and digital use. Some assets I was particularly excited to create are banners and stickers to be distributed to founders.

Rocket custom icon

Print(sticker pack, poster, featured startup front hall poster, retractable banner, table tent)

Digital(Instagram and Eventbrite mockups)

Thanks for reading!

Have questions? Feel free to reach out to me at jenniferhuang724@163.com!