Devin Cooper is a brand systems designer who builds flexible visual languages for companies at every stage.

For Pattern Ventures, I developed a complete visual identity system for a next-generation fund-of-funds built to back the emerging frontier of American innovation. The brand needed to balance clarity and rigor with a sense of warmth and approachability for both founders and GPs across deep tech, defense tech, and industrial transformation. Central to the identity is a flannel-inspired logomark—an unexpected but memorable symbol that conveys familiarity, craft, and the comfort of a well-worn pattern. We extended this idea into the imagery system through a dithered pixel art direction that moves fluidly between high-detail visuals and hyper-zoomed, abstracted fields of color. This tension between macro and micro mirrors Pattern Ventures’ ability to see the big picture of emerging markets while zooming in to identify pattern breakers, overlooked insights, and early indicators of what comes next. The result is a cohesive, strategic brand foundation that positions the firm with confidence as it expands toward Fund II and deepens its network of partner funds.