Led by Misfit founder and serial entrepreneur Sonny Vu, Alabaster advises and invests in groundbreaking science and technology startups.

Alabaster teamed up with Stepworks to help the firm define its brand strategy and build its brand identity and website. Alabaster’s inspiring branding helped distinguish its offering and attract relevant, like-minded startup founders.

Carving out a niche

Stepworks built Alabaster’s brand with a brand model, new logo and design language. Alabaster identified its mission to catalyse radical solutions for positive, planet-level impact. Its logo includes a drop of catalytic liquid to symbolise the company's role as a growth factor for startups.

Stepworks developed Alabaster’s website, including copywriting and design, which succinctly communicates the firm’s proposition for potential founders. The website features profiles of founders and inspirational quotes to express Alabaster’s commitment to fostering world-changing innovation.

Together Alabaster and Stepworks enjoyed a close and productive partnership aligning its brand with its strategic business objectives.

Stepworks has led the brand building journey of one of Alabaster’s invested brands, Matrix Industries. Read more about this endeavour here.

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