321 Founders × New Normal

Designing the identity of optimistic entrepreneurship. When 321 Founded came to us, they weren’t just looking for a new logo — they wanted to redefine what entrepreneurship should feel like. Not the hustle culture. Not the grind. But a new, more optimistic, human, and collaborative energy, one that celebrates the people who build, fail, learn, and start again with conviction and joy. Together, we reimagined their entire brand identity and narrative, building a visual and verbal system that reflects this spirit of positive entrepreneurship: bold yet kind, ambitious yet grounded. A design language that breathes optimism, vibrant colors, fluid motion, and an editorial tone that speaks to builders with heart. The result: a brand that embodies a new generation of founders, pragmatic dreamers who believe progress starts with action, and optimism is a strategy.