Greenbackers & Daysix podcast highlights
“Design isn’t just about making things look good. It’s about communicating clearly, convincingly, and consistently—so the right people understand who you are and why you matter.”
In this latest episode of the Greenbackers Spotlight series, Managing Partner Andrew Smith sat down with Daniel Lockhart, Graphic Designer at Daysix, to explore a topic that is front-and-centre for any founder seeking investment or commercial traction: why design matters, and how thoughtful, strategic design can strengthen credibility, remove friction, and help early-stage companies stand out.
From Dan’s journey from product design to digital design, to the tools early-stage companies need to communicate effectively, the conversation shed light on why great design is far more than aesthetics—and why it increasingly shapes investor decisions, customer engagement, and business growth.
Listen to the full podcast here:
Here are the key highlights and takeaways:
Consistency Across Every Touchpoint
Consistency is one of the foundations of effective design. Whether it’s a pitch deck, an investment memorandum, a website, or your LinkedIn presence, your visual and verbal identity should feel aligned and recognisable.
At Daysix, every engagement begins with a discovery process: understanding where a company is, where it wants to go, and what design assets will help it get there. This context shapes everything — from messaging and tone of voice to layouts, colours, and typography.
Design as a Strategic Lever — Not a “Nice-to-Have”
A recurring theme in the discussion was that design is often misunderstood as purely aesthetic. In reality, design is a strategic tool that affects how companies are perceived, how clearly they communicate, and how confidently they present themselves to investors and customers.
For founders seeking investment, this matters enormously. Investors are time-poor. If your deck or materials force them to “wade through” information, you add friction to their decision-making. Good design reduces that friction — making information immediate, accessible, and compelling.
When Is It Time for a Design Refresh?
Many early-stage companies begin with self-designed materials. That’s normal — and often sufficient in the first chapter of a company’s life. But challenges arise when a business is moving into a new phase, whether commercialisation, internationalisation, or a new funding round.
Your early design might still present you as an early startup. But your audience — customers, investors, partners — has shifted. Your design needs to shift with them.
Dan highlighted two good indicators that change might be needed:
- Competitors gaining more traction — meaning your current presence isn’t cutting through.
- Internal stagnation — signalling a need to reassess clarity, messaging, or market fit.
Being open to change — even if you’re sentimentally attached to your original brand — is essential for growth.
Reducing Friction for Investors
One of the most valuable roles of design is to make complex information simple. Daysix often supports companies and investors in presenting information in formats that are not only beautiful but functional — decks that flow naturally, data that’s easy to digest, messages that land quickly.
This creates clarity, confidence, and ultimately: momentum.
The Principles Behind Effective Design
Dan shared several guiding principles the Daysix team uses in work across sectors:
- Identification: A cold-start viewer needs to instantly understand who you are — and recognise you again in another setting.
- Consistency: Across digital, print, events, and social. Recognition builds trust.
- Memorability: If someone can’t remember you a month after seeing you pitch, you lose opportunities.
- Uniqueness: Not radical originality — but enough distinction to stand out in a competitive landscape.
These principles are what create the “feeling” of a brand — the same way you can recognise Apple or Nike without seeing a logo. It’s the sum of tone, layout, colour, style, and structure working together.
Why Design Matters for Cleantech Startups
Across Greenbackers’ community of climate tech founders, startups, and portfolio investors, the design challenge is the same: Your materials are often the first impression someone has of you. They set the tone for trust, professionalism, ambition, and trajectory. Thoughtful design helps:
- communicate complex technology with clarity,
- inspire confidence in investors and customers,
- elevate your presence in competitive markets, and
- position your company for the next phase of growth.
Design isn’t decoration — it’s direction.
Key Takeaways
- Design is strategic — it’s about removing friction and helping people understand, assess, and trust your business.
- Consistency builds recognition — across websites, decks, branding, and social.
- Clear and convincing communication wins attention — especially from time-poor investors.
- Your design should evolve as your company moves from early startup to commercialisation.
- Being memorable matters — distinct, coherent branding pays dividends over time.
- Collaborative discovery adds value — ensuring design reflects your goals, audience, and competitive landscape.
About Daysix: Daysix is a creative digital agency for growing brands. They are Greenbackers trusted partner for brand, content, and digital development, driving impact through strategic insight and creative excellence – get in touch with Daysix here.
