Technofounders | 148 did it

Supporting researchers in the entrepreneurial journey

Technofounders is an investment company specializing in deeptech industrial projects in three areas: agriculture, green chemistry, and health. In a nutshell, its role is to transform technologies into viable businesses, not only financially but also by providing business advice. This is known as a “venture builder”.

Founded by three science and technology enthusiasts in 2014, Technofounders faced growing competition in 2022 from young “startup studios” with punchy communication and impactful messaging. The founders of Technofounders sought to differentiate themselves and highlight their high level of expertise by positioning the company as a “venture builder,” emphasizing the long-term sustainability of the businesses they support—far from the fleeting and sometimes vain image of a startup.

The Technofounders team had a strong desire to scale up by adopting the term 'venture builder.' The challenge was to solidify this positioning and make it understandable, as it was a relatively uncommon American term in France.
Camille, consulting director at 148

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Fields of expertise

#WEBDESIGN
#DEVELOPPEMENT
#UXDESIGN
#GRAPHISM
#CONSEIL

More infos

https://technofounders.com

A structured and adaptable identity

Technofounders needed to assert its expertise through a new narrative. This task was entrusted to Charlotte, who worked on redefining Technofounders' positioning to strike a balance between optimism, passion, pragmatism, and hands-on experience. Charlotte developed a brand identity centered on confidence—something Technofounders, being too modest, had struggled to clearly establish. A tagline was added to the logo: “Building technology to make sense.”

On the design side, preserving the logo was a key part of the brief. However, Lisa, our creative director, pointed out the weaknesses in the existing identity: an overused honeycomb pattern, a yellow color difficult to use on the web and inadequate for distinguishing Technofounders’ areas of expertise, and underutilized imagery... The Agency proposed a logo refresh, but more importantly, a coherent graphic system: the logo now serves as a frame for photographs, and a color system along with mathematical shapes quickly identifies areas of expertise. And if Technofounders ventures into a new field? The Agency can easily add a new graphic “category”!

The Agency's creative proposals in response to the brief really impressed us. Lisa and Victoria created an environment that we felt truly comfortable with. The result on the website is perfect: clear while being highly immersive.
Constance Laumone, Communication Manager at Technofounders

A Clear and user-friendly website

The goal of this positioning work is, of course, to make Technofounders an attractive company for researchers, entrepreneurs, investors, and future talents. While all these groups are essential to the creation and long-term support of startups, they have vastly different needs and perspectives on Technofounders! Reading the interviews with these stakeholders clearly illustrated the scope of the task. To avoid the pitfall of trying to speak to everyone and ending up speaking to no one, we carefully designed a site structure that allows each user to find their own path through the website. Technofounders took on the content creation—a step that turned out to be more challenging than they had anticipated!

One unique aspect of Technofounders is that they recruit both for themselves and for their startups. We proposed custom CMS blocks to automatically pull in job listings from the various WTTJ accounts of their startups.

The result: a site that is easy to enrich and update thanks to the WordPress CMS, vibrant and dynamic with strategically placed animations, featuring a clear and immersive modern interface, and showcasing 7 new startups since its launch!

Within a constrained budget and timeline, we succeeded in creating a strong identity and a website that will serve as Technofounders' showcase for many years: it is robust and modern. This is, in my view, a great example of successful co-construction!
Naïma, Project Manager at 148

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