Waldo

Waldo Capital - Corporate Portraits

For Waldo Capital, we approached corporate portraiture with an editorial sensibility, creating a visual identity that feels personal, approachable, and distinct within venture capital. We chose soft directional light, textured backdrops, and a palette of warm neutrals, blush, and blue to bring warmth and cohesion to the series. Relaxed styling, easy poses, and moments of shared laughter between the partners, Jonathan Rosenbaum and Julie Effron, gave each person room to express themselves. By balancing professional polish with a more informal atmosphere, we put the people behind Waldo at the center of the firm’s image, helping it stand apart through a sense of individuality and connection.