Harvard Business School Foundry

Democratising entrepreneurship through AI and online learning

Foundry is a digital platform created by Harvard Business School to open doors that were once reserved for the few. For Founders looking to take a spark of an idea and turn it into something more – Foundry gives the structure, tools, and support to make that possible. That’s where we came in. Tasked with defining and designing a brand identity for this new venture, our role was to help Foundry feel as ambitious, practical, and people-focused as the platform itself. Not just a product of HBS, but a reflection of the values that make entrepreneurship powerful: momentum, clarity, and community.

Designing for the doers

The people Foundry serves aren’t here to browse. They’re building something. So the brand needed to show up clearly and consistently – across every touchpoint. We started by establishing a visual identity system that feels grounded, confident, and accessible – drawing from Harvard’s legacy and parent brand. Typography is pragmatic but modern. Colour takes cues from academia but introduces fresh tones to signal a new way forward. Layouts are purposeful – never overdesigned, but never bland. The result is a brand that earns trust without talking down.

Iterating and creating

At its core, Foundry is a digital-first experience. That means ensuring every part of the platform feels intuitive, easy to navigate, and visually cohesive. We carried out UX audits, designed a dashboard UI, and developed a suite of visual assets – all aimed at reducing friction and supporting learning. Each screen is designed to support progress. We also created video overlays, social templates, and digital collateral to aid and accelerate content creation, helping the Foundry team populate the learning platform quickly.

A flexible foundation

Not every founder has an MBA. Not every great idea starts in a boardroom. Foundry exists to level the playing field – giving more people the chance to build, scale, and succeed. And that mission has guided every step of our work. From day one, this wasn’t about creating a static brand. It was about building a system that could grow, shift, and stretch – just like the people it serves. Something ambitious, but accessible. Clear, but full of possibility. We’ve been working closely with the Foundry team, iterating fast, learning as we go. And while the work is still evolving, we’re proud of where we’ve landed so far – a foundation that’s built to move, with those who are moving things forward.