Glidepath
A new name and site in 10 days
- Project
- Brand, website, marketing
- Stage
- Over $50M in the Glidepath fund (May 2026). Backed by Spark Capital and Kleiner Perkins
- Deliverables
- Branding, Website, Marketing
More on brand identity and marketing websites
“i love the colors”
Introduction
Glidepath is Craft's exchange fund. It lets people with a concentrated stock position contribute their shares in-kind and diversify without the tax bill, with no management fee.
In June 2026 Izzy wanted to move the fund away from Flycraft to something more financial and distinct. Baked helped land the name, built the brand and shipped the site on glidepath.fund 10 days after he asked for it.
Diversify without the tax bill.
Branding
A smooth glide, in brown and gold
Izzy liked Glidepath because it sounds like you made it and want a stable glide from here. We gave it a bold wordmark, warm browns and golds, and an arrow mark that also works on the aircraft tail.
Website
The sell or hold dilemma, answered on one page
The homepage is built around one question, sell or hold. Each section makes one point, from keeping more to the $0 management fee, and ends at Reserve a spot.
Calculator
Your position, in one sentence
Visitors fill in a sentence with their own stock, cost basis and state. The card then shows what they keep over 10 years with Glidepath against selling today or a typical exchange fund.
Reserve flow
Reserve a spot
We designed a custom reserve flow to replace Typeform, and Baked's developer built it in Next.js. It verifies email, saves the answers and books the intro call.
Marketing
A nav that scales, and ads that stand apart
As the site grew we added a top navigation and page templates for Trust, Advisors, Resources and the calculator. When lawyers found an ad too close to a competitor's, we made new concepts that tell the story our own way.
The result
Site live on glidepath.fund on 13 July 2026, 10 days after the brief.
“appreciate you working so hard on this”
Want work like this for your startup? Send a request in Slack and it is ready to review in days.
