MoreVC. NAME, BRAND STRATEGY, COPYWRITING, LOGO, VISUAL IDENTITY + WEBSITE.
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.
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.
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.
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.
The materials we delivered brought the MoreVC story to life in a brand new way. We kept the style and identity they were already known for, but we emphasized what made them more. The experience and knowledge that they had cultivated over the years…their desire to grow and embrace change. And a whole new brand was born.
We designed a logo that captures the idea of more and that hints at themes of direction and flight. The visual identity progressed naturally from there. We kept the design of their stationery and presentations sophisticated, clean and approachable, because while MoreVC are all about taking big steps, they do so modestly. For them, it’s less about making noise and more about making an impact.
In addition, we created a new website in its entirety – structure, design, copy and development. We designed a newsletter for them as well as their social media profiles. And we incorporated great new photography that we shot. It was a genuine pleasure getting to know the people of MoreVC and to create work for them. The way they do business as well as the business they do both make the world a better place.
