Disruption – the seed to growth capital

Freston Ventures is an investment company, partnering with brands looking to disrupt and shake-up their market. The existing brand identity was in need of a refresh, they required a bold new look and feel which represents who they are. Through a brand workshop, we really got under the skin of Freston to get to know their personality, goals and driving forces. Resulting in a fresh set of values and a mission/vision statement, which is reflected in the new identity.

The new identity uses a basic colour palette of black and white, which allows the investment partner brands colours to shine through and become the ‘hero’. At the base of the ‘F’ icon sits the ‘seed’ circle, this is starter level funding provided to upcoming, exciting disruptive brands. This grows into the two rectangles, venture capital, then growth capital. Growth capital is what they are all about and therefore the top element of the ‘F’ is flexible throughout the identity, creating a dynamic graphical element to hold imagery or copy.

This identity shows Freston Ventures as standing out from the crowd, they are ‘black and white’, they say things as they are and have a down to earth personality. Once the brand strategy and visual identity had been formed it was now time to develop across multiple touch-points: bespoke dynamic website, brand book, presentation deck, stationary, signage etc. It really is a simple design but enables lots of flexible outcomes – we love working with it!

We have really enjoyed working on this with the Freston family and are excited to see how it is received. It’s unique adaptability allows it to look great off and online – an identity that will stand the test of time, stand out whilst hero-ing their investment partner brands. Our four step process (Discover, Design, Develop, Deliver) has been the perfect formula for this project – we look forward to doing more together, helping support game-changing brands that want to disrupt their industry.