New launch: M13

M13 has a new brand system and website. The venture firm backs founders building through structural shifts, and after several years of sharpening that thesis, the brand hadn't caught up. We started with an expanded design system built on their existing celestial identity, refining typography, color roles, iconography, and data visualization standards for digital-first use, then extended it into presentation, document, and social templates the internal team can run without a designer in the room.

The website translates that system into a structured storytelling environment built in Webflow, designed around two audiences with very different expectations. Founders get the story and the operator credibility up front. LPs get the depth when they go looking for it. Underneath the design work is a component library, selective content migration focused on M13's current direction, schema markup, and semantic HTML built to support both traditional search and AI-driven discovery.

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