Services by BR-ND: Strategy (purpose, positioning); Expression (story, design, tone of voice); Culture (values, behaviour)
Positron Ventures brand creation and identity development
Positron Ventures is an early-stage investment fund for frontier tech start-ups in Europe. The wonderful trio that makes up Positron is prepared to give their all in order to allow founders to flourish. That is because, in addition to providing funds, they also help with things like networking, dealmaking, team building, and occasionally a shoulder to cry on!
The boutique venture capital firm was founded in 2021 based in Amsterdam. They have invested in brilliant teams who are at the frontier of cancer research, quantum computing, and nuclear reactor development. What attracted Positron to these projects? They are all very risky, long-term endeavours that aren’t guaranteed to generate a positive return on investment. But if any of these projects are found to be successful, they have the ability to create paradigm-shifting change, bettering the lives of the next generation and marking the coming wave of technological innovation.
Challenge
BR-ND People was asked to support Positron Ventures by creating an attractive brand story with a verbal and visual expression that matches their purpose, mission, and vision. There was also a need for an entire redo of the house style. So, in addition to being tasked with creating a logo and visual assets, we also determined which font and type of imagery would fit best with Positron’s new identity.
Approach
We kicked this branding journey off with a co-creative session together with the entire Positron team. During this session, we used 23plusone to uncover their drives and delineate an overarching purpose. Using this valuable input, we drafted up a brand story and several logos. We kept bouncing these drafts back and forward with the Positron team to collectively define who Positron Ventures is, why they exist, what they stand for and what their vision for the future is.
Results
We created a beautiful brand book for Positron Ventures containing all the elements that make up their brand. This booklet details both the principles which Positron was founded on and their new, clean-cut visual identity. In addition to that, we helped with the application of their house style by creating a slide deck, business cards, a letterhead for all their pdf’s, and by directing the design of their website. In short, everything you need in order to run a contemporary cooperation!