Brand Strategy · Logo Design · Messaging · Website · Identity System · Marketing Collateral
A new perspective on private equity
Alpha Investing is a private capital network that provides access to institutional-quality alternative investments.
As a startup in the private alternative investment space, Alpha needed to establish its credibility as a trustworthy source of opportunities. It also needed to reach beyond the founders' existing "friends and family" network and appeal to a wider base of high-net-worth investors.
Discovery and Visual Brief
Through meetings in New York and Los Angeles, we interviewed the firm's founders and members of its advisory board. The process put perspective on the goals, plans, and expectations for the firm, and led us to a deep understanding of Alpha's business.
We then established a shared visual vocabulary with the founders. A visual brief, composed of sourced images and graphics, represented how the new brand might manifest visually. Cues of moneyed tradition offset by contemporary elements would express the brand as mature without being stuffy.
The Logo and Identity
The combination of knowledge from interviews and a shared visual vocabulary gave us a foundation to begin design work on the logo. We sketched hundreds of ideas, presented multiple conceptual directions, and moved one selected mark forward to final refinements.
Extensive site mapping and wireframing ensured we accounted for all content and considered the relationships between pages. We also carefully planned how the content would be managed and how pages would respond to different browser window sizes — all before we began designing.