BRAND & MARKETING DESIGN
Pear VC
TIMELINE
SEP 2025 - MAY 2026
ROLE
Design and Marketing Intern
TEAM
3 person marketing team
RESULT
Social post system, Camp Pear branding, 2 demo day pamphlets
OVERVIEW
Problem
Venture firms compete for founders, and founders compare firms before they take a meeting. Pear's brand had to do that work across three contexts that share almost nothing: a scrolling feed, a twice-yearly retreat, and a demo day room.
Context
I designed Pear's founder-facing assets across social, the Camp Pear program, and two Pear demo days.
INSIGHT
Founders pick investors long before they pitch them.
DESIGN DECISION
Design for the three distances at which a founder meets the firm.
Each surface reaches someone at a different distance from Pear. Social posts reach founders who have never met the firm. Camp Pear branding reaches people living inside it. Demo day assets reach a room at the moment portfolio companies are being judged. I designed each for its own distance instead of stretching one template across all three.
SOCIAL ASSETS
Made the firm legible to founders who had never met it.
A repeatable system for blog graphics, Instagram, and LinkedIn — formats with different audiences and different reading distances. LinkedIn reaches operators and LPs, Instagram reaches founders and students, and blog art has to survive being cropped into both. I built templates that hold Pear's identity at every one of those crops.
CAMP PEAR BRANDING
Turned a program into something founders keep wearing afterward.
Merch is the only Camp Pear asset that leaves with the participant. It has to read well months later, in a room full of people who were never there, without the program around it to explain what it means. This was the biggest opportunity to depart from the standard brand guidelines, so I leaned into the playfulness of the retreat in the merchandise design. It was such a hit internally that the artwork remains framed in the Pear office to this day.
DEMO DAY ASSETS
Put the portfolio in an investor's hands at the moment of decision.
I designed all physical graphic assets for two Pear demo days, including pamphlets, banners, and slides. In a room where every company gets a few minutes on stage, the design system needed to communicate the value of the accelerator and the companies in it.
