As the new year begins, Wake Forest is starting January with renewed momentum around entrepreneurship, innovation, and community collaboration. Wake Forest Founders has launched a newly branded website and logo that reflects the program’s growth and future direction, offering a clearer, more connected experience for entrepreneurs and small businesses across the community.
Wake Forest Founders, initially an initiative of the Wake Forest Business and Industry Partnership (WFBIP), brings together key partners to support entrepreneurship in Wake Forest. What began as a collection of entrepreneurial efforts has evolved into a more unified, visible ecosystem designed to support founders at every stage of their journey.
“Wake Forest Founders has matured from a collection of entrepreneurial efforts into a more unified, visible ecosystem,” said Jason Cannon, President of WFBIP. “As the Founders’ reach, partnerships, and programs have grown, it became clear that our brand needed to catch up to our impact.”
“The refreshed branding reflects a program that is confident, collaborative, and built for the long term. Wake Forest Founders is no longer simply an entry point for entrepreneurs, but a standalone resource and long-term partner for those looking to start, grow, and scale their businesses locally,” said Madie Pike, Community Experience Manager for The Loading Dock–Wake Forest “The updated logo and visual identity emphasize momentum, connection, and approachability, reinforcing the idea that entrepreneurship thrives through shared knowledge and strong relationships.”
“Our visual identity communicates momentum, connection, and a welcoming environment,” said Carmon Schietzelt, Design and Administrative Specialist for WFBIP. “It highlights relationships, because it is hard for entrepreneurs to thrive in isolation. They grow through community support and shared knowledge.”
Beyond its visual refresh, the new Wake Forest Founders website brings clarity and cohesion to the program’s purpose and offerings. It clearly communicates who the program serves, what resources are available, and how to get involved. Programs, partners, and pathways are now organized in one intuitive place, helping founders navigate the entrepreneurial ecosystem with confidence rather than confusion.
“The primary goals were clarity, accessibility, and connection,” Cannon said. “The experience was designed to make it easier for people to find what they need, for partners to understand where they fit, and for the broader community to see the value of investing in entrepreneurship.”
Wake Forest Founders is powered by a collaborative partnership called the Founders’ Collective between WFBIP, the Wake Forest Area Chamber of Commerce, and The Loading Dock - Wake Forest, and the new branding reinforces that collective approach. Rather than spotlighting individual organizations, the refreshed identity presents Wake Forest Founders as a shared mission focused on strengthening the entrepreneurial ecosystem through cooperation and alignment.
That sense of cooperation and alignment was also central to how the new brand and digital experience came together.
“My role was largely about listening,” Schietzelt said. “I worked closely with members of the Collective to understand the offerings and goals of the program and align everyone’s contribution into one cohesive identity. Translating those insights into a brand and digital experience that is authentic and forward-looking helps validate Wake Forest Founders as a legitimate resource for a wider audience.”
Looking ahead, the new branding provides a scalable foundation for continued growth. As Wake Forest Founders expands its offerings and reach, the brand brings consistency and recognition that will help attract new entrepreneurs, strengthen partnerships, and support sustainable economic growth in the community.
“This refreshed presence supports the broader vision by making entrepreneurship more visible, accessible, and inviting,” Cannon said. “A strong, clear brand signals that Wake Forest takes innovation seriously and is committed to supporting those who want to launch and grow here.”
“At its core, Wake Forest Founders represents the power of community and the belief that the town is stronger when it builds together,” said Julie Kruse-John, Vice President of Operations and Public Affairs at the Wake Forest Area Chamber of Commerce. “By investing in entrepreneurs and small businesses, the program is helping shape a vibrant and resilient future for Wake Forest.”
To explore the new Wake Forest Founders website and learn more about the Founders’ Collective and its available programs, resources, and ways to get involved, visit wakeforestfounders.org.
