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Vertu Capital

Brand Wellbeing Workshop, Visual Brand Identity, Typography, Illustration, Motion Design,  Visual Brand Guidelines, Verbal Brand Guidelines, Website Design, Marketing Materials

Vertu Capital is Canada’s first, and one of North America’s only female founded private equity firms. Since their launch in 2018, they were quick to grow their seed funding and make several successful investments in the technology sector. Their unique relationship-focused approach has led to great success and a remarkable reputation. However, their unique approach also presented a challenge – how to showcase their different way of doing business, while also demonstrating their expertise and knowledge in an industry historically rigid and cut-throat.

Challenge

We embarked on extensive brand research and development phases that included interviewing stakeholder groups including employees and investors. Our efforts focused on understanding what it was about the Vertu approach that worked so well, and to tie the internal and external brand together, to reposition the organization for continuous growth and an amplified presence in their industry. The underlying core truth to Vertu’s success – a relationship-first approach, built on trust. Words often promised by competitors, but rarely lived.

Strategy

With our stategic foundation complete, the new verbal and visual identity work was guided by the right balance of the Vertu relationship-first approach with the hard skills and strengths of a successsful PE fund.

We focused in on the concept of ‘synchroncity’. Synchronicity occurs at the intersection of awareness, response, perspective, and action. It’s also about coming together – an assembly that makes a partnership strong and requires mutual respect and confidence.

The new logo is pared down to the essentials. By removing parts of the letters, we get a nice balanced flow of the lines working in synchroncity together. Each line in the logo plays an important role, much like each member of the Vertu team, each bringing their essential and diverse expertise.

Where the norm of the industry is to use traditional dark and heavy colours, the new Vertu colour palette is a balance of warm and friendly hues, with a rich, vibrant blue to connotate their experience in the technology sector.

An animated icon library was created to visually tell the Vertu difference, while still maintaining the technology sector expertise.

From focus, to partnership, to leading, the new brand identity can show, not just tell, a differentiated approach to private equity.