MoreVC

New brand. Same spirit.

ICV (formerly Israel Cleantech Ventures) needed a clean start. The venture capital firm had been founded to invest in startup and early-stage companies in the cleantech sector, but changing times called for a change in direction. They needed to expand their reach to include other sectors while keeping their core values – their spirit – exactly the same.

 

So how to take them from where they were to where they wanted to be? With one brand, they wanted to appeal to two very different audiences: driven young startup entrepreneurs who want a partner that truly understands and buys into their vision. And existing and potential investors. Like we said: two very different audiences. Fortunately, we love this kind of challenge.

Industry

  • Technology
  • Venture Capital

Services

  • Branding
  • Strategy
  • Visual ID

Rebranding your business isn't for the faint of heart.

But neither is investing in startups. To get to the truth of this VC, we started by talking to people who knew the fund intimately. And not just how they worked but what kind of people they are. What drives them. What they care about. Turns out the answer was simple: Everything.

A VC that does more...

One fact became abundantly clear in our interviews: this is a VC firm that truly cares – much more than most. They get more involved. They do more. They believe more. For them, investing in startups is a mission…a call to partnership and to go above and beyond. To do good. When they do invest, they invest more than money; they invest their heart and soul. They invest themselves.

...and a name that says "More".

When we felt we truly understood this unusual and inspirational group of men and women, a new name came quickly to us: MoreVC. A different kind of name for a different kind of VC company. And one that perfectly sums up who they are and what they offer both of those audiences we spoke about earlier.
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More than a new name. A new brand.

We built on MoreVC’s familiar identity, bringing their experience and appetite for change into focus. The new logo captured the idea of more, hinting at direction and flight. A clean, approachable style carried through stationery, presentations, a newsletter and social profiles. We also created their entire website, from structure and copy to design and development, and shot new photography.

It all reflected how MoreVC work: big steps, taken modestly. A brand with more to say and no need to shout.