Carta's Table Stakes - Brand Guidelines

Carta helps private companies, public companies, and investors manage their cap tables, valuations, investments, and equity plans. Last year, Carta reached out to me to help develop a brand for their initiative to raise awareness of the gender equity gap, Table Stakes. The Table Stakes visual identity was designed to grab attention, inform, and empower women. Using a flexible table, the visual system emphasizes the gap in compensation as well as reinforces the powerful name.

See the full case study here:
https://www.strelioff.com/table-stakes

Learn more about the initiative here:
https://tablestakes.com/