As CrowdStreet expanded into private markets, we needed a rebrand that aligned with our evolving investor segments and conveyed a more sophisticated identity. Our goal was to position CrowdStreet as the intersection of Wall Street and alternative investing—a trusted home for investors.

To achieve this, we redesigned the mark to symbolize a crossroad between traditional finance and new opportunities. The brand’s visual language emphasized exclusivity, curiosity, and warmth, using colors and imagery that evoked comfort while maintaining an air of mystery. I introduced graphic elements resembling an opening door, revealing light beyond—symbolizing access to the unknown. These motifs were integrated across marketing assets, including a refined homepage concept that elevated our brand’s sophistication.

Unfortunately, I was laid off before we could finalize and implement the full vision.