They asked for an anti-brand. We built one that still had to work.

Mission Street Ventures was founded by the team behind Ankr to back innovative web3 and crypto ventures. Not a conventional fund with a crypto allocation – a fund built on-chain, operating outside the status quo of venture by design, and unapologetic about it.

The brief was unusual and unusually clear. They did not want to look like a fund. They did not want the reassurance architecture that venture brands reach for by default. They asked for an anti-brand.

Anti-brand is easy to say and difficult to deliver, because the moment restraint stops being deliberate it just reads as unfinished.