Paige Finn DohertyFounding Partner, Behind Genius · Founding Partner at Behind Genius Ventures

How Judith Dada's personal sense of design influence La Famiglia VC?

20 Sept 2022 · 1 min

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In this interview excerpt, the host asks how personal design sensibility influences the investor’s journey and the firm’s identity. The interviewee explains that La Familia’s team shares a strong interest in interior and visual design, extending beyond functional UX/UI to embrace an Italian-inspired aesthetic that reflects the country’s art and vibrancy. This design focus is described as part of the firm’s DNA and a deliberate strategy to stand out from typical venture capital firms, avoiding the conventional “rocket‑launch” imagery and instead positioning La Familia as a creatively branded, culturally‑rich fund.

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So it's very clear that you prioritize creative branding and messaging. So I'm curious how your, how like that personal sense of design taste or sharing contact, how has that impacted your journey as an investor and La Familia as a firm?
Yeah, I think we all share, or most of us at La Familia share your knack for interior design. I think it's just design is something that we just find very, very interesting, not just from kind of a UX/UI perspective of the functionality of it, but also the aesthetic side of it and kind of La Familia also with the Italian Italian theme and going back to, I don't know, you know, just, you know, Italy and kind of the arts and all of the vibrancy that came out of the country. I think that's just, I think, something that we embrace as our DNA. I think also we just wanted to be different from all the other funds out there. And this was just a really cool way of doing it, right? We just didn't want to be the classic, like, you know, rocket star launchpad. Navy tracks. Exactly. Same fear image. Exactly. And this was just a great way.