By Alice Zagury (https://twitter.com/alice_zag), CEO at The Family During The Family Begins, our open-door to The Family, we met 20 ambitious entrepreneurs and spend 2 amazing days with them. Brand, identity, style, swag... Many words for similar things: The emotions people will feel when they're coming across your company. Alice, our CEO, shared her best tips to create a coherent identity.

1. Startup identity:
Find your style,
create emotions
Alice Zagury

7. I show you faces, names, images and colors…
You feel emotions related to clear values,
or not.

8. « THE GOAL IS NOT TO MAKE BUSINESS
WITH PEOPLE WHO NEED WHAT YOU SELL,
BUT TO MAKE BUSINESS WITH PEOPLE
WHO BELIEVE IN WHAT YOU BELIEVE.
PEOPLE DON’T BUY WHAT YOU’RE DOING
BUT WHY YOU’RE DOING IT.»
SIMON SINEK

9. What is “visual identity”?
Logo
wwwebsite
slides mails
postsvideo

10. Logojoy Squarespace / Wix Canva
The noun project Pexels / IstockColorhunt

13. “Form is the substance which
rises to the surface.”
Victor Hugo

14. 1. The Swag Steps
2. Three Cases
3. Guidelines

15. 1. The Swag Steps
2. Three Cases
3. Guidelines

16. 1. The Swag Steps
1) THE SWAG FORM
2h meeting with your cofounders
=> bit.ly/SwagForm
WHO ARE YOU? WHO DOES WHAT?
WHAT ARE YOUR BELIEVES &
BATTLES?….
VALUES
CHINESE PORTRAIT
ICONOGRAPHY
USERS & TIMELINE
REALITY + NEEDS
2) THE PICTURES’ HUNT
Give yourself at least two weeks to
start opening your eyes & picking
pictures
GOOGLE IMAGES
PINTEREST
MUSEUM
THEATRE
COMIC BOOKS
FILMS
LIFE :)
CREATE YOUR WALL OF IMAGES
PINTEREST CREME DE LA CREME
3) THE EXECUTION
Now you can go baby!
Either you do it yourself, either you
can brief a designer
DEVELOP AN IDENTITY
DISCUSS IT WITH YOUR CO-FOUNDERS
DECIDE, KEEP IT OR TRY AGAIN
LOGO, WEBSITE, BANNERS, FLYERS…
A COHERENT IDENTITY

17. WE BELIEVE
● Capitalism has changed thanks to
digital: more people can access to
information and clients.
● Anyone can become a great
entrepreneur.
● Internet allows singularities to emerge
but the context can still be toxic for
them.
● Ambition can be taught.
● Big changes always start with a small
group of committed people.
● It’s time to leverage the dark matter.
● The “Pay-it-forward” mindset can
create a virtuous ecosystem.
● Alignment of the interests of all the
stakeholders is key.
VALUES
● DARE, Ambition, rebellious
● CARE, Passion, meaning
● SHARE, Pay-it-Fwd
Chinese Portrait
● Film: Grand Hotel Budapest
● Music: Bitch don’t kill my vibe
● Book: Rules for Radicals
VISUAL ID
● Art Deco
● Collage
● Theatre of life
● Symmetry
● Ancient twisted
● Precious, jewelry

20. 1. The Swag Steps
2. Three Cases
3. Guidelines

21. 2. Three Cases
VESTPOD KYMONO
CUSTOMIZED OUTFITS FOR STARTUPS
AGRICOOL
STRAWBERRIES FULL OF NUTRIMENTS,
WITH NO PESTICIDE, NO GMO, NO
POLLUTION.
THE GO-TO RESOURCE FOR
WOMEN WHEN IT COMES TO
MANAGING OUR MONEY

22. THE GO-TO RESOURCE FOR
WOMEN WHEN IT COMES TO
MANAGING OUR MONEY
VESTPOD
THE GO-TO RESOURCE FOR
WOMEN WHEN IT COMES TO
MANAGING OUR MONEY

23. I BELIEVE
● Women can actually live the life they
dream about.
● I believe in the law of attraction, you
want something = you can get it.
● Women educated towards money can
be happier and more independant.
● I can help women understand that
they are pretty smart and cool
● We need to talk about money more
openly
● Financial education should address
everyone
● We can change our mindset about
money
VALUES
● Emotions / Energy
● Education
● Independence / Confidence
Chinese Portrait
● Film: the darjeeling limited
● Music: Rihanna
● Animal: a leopard
VISUAL ID
● Pop
● Colourful
● Illustrative
● Pedagogy made funny
● Vintage / Diva
● Tag / Rebellious

27. 2. Three Cases
KYMONO
CUSTOMIZED OUTFITS FOR STARTUPS

28. WE BELIEVE
● Textile personalization is a PAIN.
● You wear what you believe in,
what you work for, what you
defend.
● Happy founders make happy
employees and happy clients.
This community is a crew, they
are proud to claim their choices
and share that feeling of
belonging.
● Buying a brand is boring,
promoting a culture is thrilling.
● I want to represent proudly a way
of life, not to wear a useless logo.
VALUES
● FEELING OF BELONGING, CREW
● AMBITION WITH ATTITUDE
● JOY, OPTIMISM
Chinese Portrait
● Food: Suchis
● Music: Kool and the Gang
● Film: I am a Legend
VISUAL ID
● Japanese estamps
● Primary Colors
● Tigers
● Young & fresh
● Strong, Claim, poster
● Propaganda

30. ● 61
● 3

32. 2. Three Cases
AGRICOOL
STRAWBERRIES FULL OF NUTRIMENTS,
WITH NO PESTICIDE, NO GMO, NO
POLLUTION.

33. WE BELIEVE
● Fruits & vegetables lost their quality:
no flavor, full of pesticides. They are
selected to be indestructible not to
be eaten.
● It is possible to grow exceptional
fruits and vegetables in a city, we’ve
demonstrated it. What we want prove
now that it’s possible to do it
profitably and at scale.
● By 2030, 30% of the fruits & veg
will be grown locally.
● Anyone should be able to eat good
fruits & veg, grown next door.
● Technology is a mean that can help
serving better our basic human
needs.
VALUES
● Excelsior
● Legitimacy
● Human
Chinese Portrait
● Food: strawberries - no cream, no
sugar, just the fruit!
● Person: Elon Musk
● Film: Tomorrow (Mélanie Laurent
travel worldwide to investigate
concrete solutions to environmental
and social challenges.)
VISUAL ID
● Green!
● Crafted
● Future of food
● Accessible /
supermarket
● Friendly
● Arty / playful

39. 1. The Swag Steps
2. Three Cases
3. Guidelines

40. ONE PERSON IS LEADING THE VISUAL IDENTITY.
DECIDE & TRUST ;)

41. A VISUAL IDENTITY ISN’T THE RESULT
OF A DEMOCRATIC VOTE!

42. WHAT IS
PERFECT
IS ALREADY
DEAD.
AUTHENTICITY
TACKLES THE
DEJA-VU.

43. THE VALUES REMAIN THE SAME
THE VISUAL IDENTITY EVOLVES

44. WHAT IS MEANINGFUL BECOMES BEAUTIFUL. SHARE A STORY.

45. You admire a character for trying
more than for their successes.

46. A “Good” visual identity is NOT
Beauty
& aesthetic
Following trends
& popularity
Looking serious
or professionalX X X

47. A “Good” visual identity is
MEANINGFUL
With your own believes
UNIQUE
It’s surprising
PERSONAL
Do it yourself!

48. c
GO FAR AWAY!

49. Thank You!
alice@thefamily.co