Brand identity and website for Reasoning Project, backing the innovators who define the next era.2026

Operators & Friends spent two years bringing founders and operators together across Europe and the US. Its sessions supported the first public launch of Lovable and the unveiling of Legora, alongside investors including Andreessen Horowitz, Lightspeed, ICONIQ, Accel, and Hummingbird. As the network grew past 10,000 people, it was ready for a name and identity built for what comes next.

Reasoning Project starts from a clear thesis. For a hundred years, capital decided what got built. As AI makes building cheap, reasoning becomes the scarce resource: the judgment to be early, to be right, and to hold conviction when no one else will. That judgment lives in people, so the identity needed to feel human and in motion rather than institutional.

Under After built the visual identity around a serif wordmark and a gestural R symbol, paired with a Serif and Saans typeface system from Displaay and an art direction of blurred, in-motion photography. Under After also designed and built the website across Companies, Sessions, and About, plus the graphic system for the invite-only events that bring talent together in person.