Project Overview
When your brand identity gets in the way of your compelling story, it’s time to make a change.
That’s what the directors of CVC Emerging Companies (CVC ECF) recognised, engaging Hulsbosch to develop an identity solution would support the company to reach its true potential.
As 248 Growth Partners, the company can now own their place as a specialised, independent fund manager whose capital and operational expertise provides an accelerated pathway that realises exponential returns for both the Australian expansion stage companies they invest in, and the investors who entrust their funds to 248.
Project Commissioner
Project Creator
Team
Hans Hulsbosch, Executive Creative Director
Marcel Wijnen, Creative Director
Nick Mooney, Snr Designer
Ian Boniface, Snr Finished Artist
Carolyn Pitt, Client Strategy Director
Jaid Hulsbosch, Managing Director
Project Brief
Originating from ASX-listed CVC Group, CVC Emerging Companies (CVC ECF) was a highly successful fund manager, partnering with Australian growth-stage companies to drive their expansion to the next level, to become true Australian business success stories.
But its brand identity did not match its compelling story, and was holding it back from its true potential. From an ongoing point of confusion with its name being linked to its former parent company, to a brand identity that did not reflect the nature of the business, CVC ECF was ready for a rebrand.
Hulsbosch was engaged to articulate a clear proposition for the company and to define a new name and visual identity that would support the firm in attracting target investors and investment opportunities, enabling its ongoing success and future growth.
Project Innovation/Need
The new name, 248 Growth Partners, sets the firm apart from its competitors and peers. ‘248’ speaks the exponential outcomes the business delivers, and acts as a direct inspiration for the supporting visual identity system. Meanwhile, ‘Growth Partners’ describes the focus and approach of the firm – it’s about partnering to accelerate potential.
By avoiding the typical tropes of the industry – allusions to wealth or heritage, analogies to seeds and trees – ‘248 Growth Partners’ demonstrates its difference, as a specialist firm that excels.
The new logo and visual identity system further amplify their brand presence, delivering a bold yet simple expression of the brand essence: "accelerating potential".
By creating a strong, graphic visual presence, 248 Growth Partners further distinguished themselves in an industry typified by images of mountain tops (as CVC ECF’s own identity had previously featured) and cityscapes emblematic of modern economies. Instead, the graphic system provides a brand foundation that allows authentic images of the people that make the difference – the 248 Growth Partners team, and the Investee company founders with which they partner – to shine.
Design Challenge
In creating the new brand identity, Hulsbosch needed to strike a balance. A balance between the right level of ‘zest’ inherent in the exciting world of growth companies, and the right level of conservatism that is needed when responsibly managing investment funds. These two attributes were equally important to the founders of the ambitious companies 248 Growth Partners is looking to invest in, and to the investor market looking for investment opportunities that excite and reward.
The branding needed to avoid feeling rigid or stagnant, instead conveying an ambitious, robust energy.
And the new name posed its own challenge: how to embed the understanding of the name as ‘2, ‘4’, ‘8’, rather than ‘two hundred and forty-eight’. This quirk was addressed by an elegant logo solution – separating the numerals with the key arrow graphic device.
Effectiveness
The new identity cements and presents the firm’s positioning as a specialist fund manager, ensuring 248 Growth Partners’ brand story resonates clearly for both potential investors and target investee companies, making it easily understood and impactful at every touchpoint.
For the Directors of the company, “Rebranding as 248 Growth Partners supports our future success and signals we are in a strong position to tell our compelling company story. Our distinctive new brand helps us communicate confidently and boldly as an entity”.
The brand identity is supporting 248 Growth Partners as it builds for the future.
Tags
Graphic Design - Identity and Branding - Finance
This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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