Last week Kickstarter launched Drip, “a tool for people to fund and build community around their ongoing creative practice.” This new service is a complement to the company’s original model; where “classic” Kickstarter helps people fund projects, Drip aims to fund people.

At its heart Drip is essentially a subscription service inflected to support the creative pursuits of “artists, authors, game designers, musicians, and filmmakers.” It’s worth noting that that list, quoted from the announcement blog post, emphasizes artists—and conspicuously fails to mention the technologists and product creators who have thrived on Kickstarter. This seems like an attempt to get back to the company’s original goal of developing a funding model for the arts, which over time has become somewhat diluted by the platform’s surprising effectiveness as a launching pad for products and businesses.

Drip also has an interesting take on how to do this: each campaign begins with a “founding membership” phase that last anywhere from a week to a month. Anyone who subscribes during this period is designated as kind of special patron and may be offered special rewards for their early participation. The idea is to drive demand early on so as to start off each artist with maximum momentum.

The company’s three launch videos are also notable in that they exclusively feature women:

Learn more at d.rip. Oh, also, Kickstarter just redesigned its brand identity so that it’s both thicker and more bubbly while also opting for a more subdued flavor of green.

Read about it over at underconsideration.com/brandnew.