We never put much thought into branding Initialized, in fact, we didn't spend any time doing press for the firm, nor did we even have much beyond a basic text website. Until now (go see for yourself at Initialized.com).
I'm proud to say that we not only have a mascot (Hannah the Honeybadger), she's also the first mascot for a startup I started that I didn't design. I tried a number of versions, but none were good enough for me. Advancing in your career means knowing when to hire people better than you to do the work you grew accustomed to doing at the beginning as a founder. We found Dave Le, who we commissioned to do our entire site refresh as well as brand guide.
We wanted something unconventional for a venture capital fund, an industry full of awkward photos of men in blue button-downs and khakis. I don't think Garry and I even own khakis, so we knew we needed a site that was as different as our firm. I think Dave nailed it.
Based on the comments, it seems our community liked it, too.