Carta Equity 101

Demystifying equity ownership

To a lot of people, getting paid in equity feels like a concept reserved for finance professionals and celebrity investors. But in the world of startups, equity compensation is standard practice. Every year, billions of shares are issued and exercised within the private market.

But there’s a problem. The unsettling reality is that most people don’t understand how equity really works, what to do with it, or why it matters—including the shareholders themselves!

Carta partnered with us to create Equity 101—a short film series highlighting the financial journeys of several public figures, helping give context and clarity to this complicated financial concept. Paired with additional educational content, these films helped Carta explain in simple, human terms just how equity can be utilized for growth, stability, and valuable progress.

“The power of equity is that you’re doing this not only for someone else but you’re also doing it for yourself.”
-Serena Williams

“At some point I realized that I wanted to have more of a seat at the table. I wanted to work with companies that allowed me to have more ownership and equity.”
-Kerry Washington

Team and Collaborators

Strategy

Gabrielle Muse
Ted Makarewicz

Design

Martin Grasser
Lilly Archer
Jed Alger - Must Be Something

Operations

Alex Sagol
Amber Geiger
Andrew Schafer

Production

Emily Maye - Director
Farm League

Carta Equity 101

Demystifying equity ownership

“The power of equity is that you’re doing this not only for someone else but you’re also doing it for yourself.”
-Serena Williams

“At some point I realized that I wanted to have more of a seat at the table. I wanted to work with companies that allowed me to have more ownership and equity.”
-Kerry Washington

Team and Collaborators

Strategy

Gabrielle Muse
Ted Makarewicz

Design

Martin Grasser
Lilly Archer
Jed Alger - Must Be Something

Operations

Alex Sagol
Amber Geiger
Andrew Schafer

Production

Emily Maye - Director
Farm League

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Say hello@studiomococo.com

4000 Bridgeway, Suite 309A, Sausalito, CA 94965

Carta Equity 101

Demystifying equity ownership

“The power of equity is that you’re doing this not only for someone else but you’re also doing it for yourself.”-Serena Williams

“At some point I realized that I wanted to have more of a seat at the table. I wanted to work with companies that allowed me to have more ownership and equity.”-Kerry Washington

Team and Collaborators

Strategy

Design

Operations

Production

Carta Equity 101

Demystifying equity ownership

“The power of equity is that you’re doing this not only for someone else but you’re also doing it for yourself.”-Serena Williams

“At some point I realized that I wanted to have more of a seat at the table. I wanted to work with companies that allowed me to have more ownership and equity.”-Kerry Washington

Team and Collaborators

Strategy

Design

Operations

Production

Contact

“The power of equity is that you’re doing this not only for someone else but you’re also doing it for yourself.”
-Serena Williams

“At some point I realized that I wanted to have more of a seat at the table. I wanted to work with companies that allowed me to have more ownership and equity.”
-Kerry Washington

“The power of equity is that you’re doing this not only for someone else but you’re also doing it for yourself.”
-Serena Williams

“At some point I realized that I wanted to have more of a seat at the table. I wanted to work with companies that allowed me to have more ownership and equity.”
-Kerry Washington