Project Overview
WHERE INNOVATION MEETS HUMANITY.
Empress Capital is a venture fund backing early stage Australian and New Zealand Artificial Intelligence Companies. Their vision is to lead positive change for humanity by investing in people and innovations changing the world. Working closely with the founders, we embarked on a brand creation process that included naming, identity, language and implementation.
Project Commissioner
Project Creator
Team
Isabelle Robison, Designer
Brent Rice, Creative Director
Yash Varma, Founder + General Partner
Project Brief
WHERE GREAT IDEAS MEET REAL OPPORTUNITY.
Empress Capital’s vision is to lead positive change for humanity by investing in people and innovations changing the world. They launched an initial $20mil pre-seed fund to back Australian and New Zealand AI companies doing some good in the world. A key point of difference was their network of founders, incubators and universities – giving them unique access to early-stage companies ready to scale.
Empress had already accumulated a number of investors and potential companies to invest in, but they had no brand identity or communication assets (such as an information memorandum, website or pitch deck). The brief began with a blank sheet of paper, and a desire to create a brand (including naming, identity, copy and assets) that accurately represented the founders and their mission.
Project Innovation/Need
WHERE EXPERIENCED FOUNDERS MEET AMBITIOUS ONES.
After a research and discovery phase, two key differences surfaced:
1. This venture company was run by experienced founders who had been through the process, raised capital, built successful businesses and sold their companies. This is not typical amongst venture firms; and
2. They invest in high growth businesses. AI is changing the world, and they invest in local companies meeting a clear need, in industries ripe for disruption. Industries like agriculture, healthcare and education.
We named the company after the empress tree. A hardwood tree that grows to 25 metres tall with large heart-shapes leaves and purple flowers. It was a fitting analogy of growth – a company with deep, stable roots whilst also beautifully and organically touching the sky with many branches. This was brought to life in a contemporary, purple ‘e’ monogram in the shape of a tree. The look and feel of the brand aims to reflect their AI specialisation.
Design Challenge
WHERE CHANGE MAKERS CROSS PATHS.
The challenge was to create a brand that effectively positioned Empress in the venture capital space, whilst appealing to both investors and companies seeking investment.
After the naming process, we crafted an engaging, contemporary brand identity to roll out across all communication requirements. A bold, simple brand design that reflects their future-focussed AI investment strategy – with relevance for both key audiences. From naming to logo design, colours to copy, everything about the Empress brand was designed to communicate a sense of optimism and confidence in the future of AI.
Effectiveness
$20 MIL IS ONLY THE BEGINNING.
The new brand allowed Empress to confidently go to market with their venture offering. Empress have since filled their initial fund, with plans to launch more. The funding acquired is now being invested into companies that are making a real difference in the world.
“Designer Rice branded a previous company of mine that was really successful. I knew they’d take our vision and ethos, and bring it to life in unique and relevant ways. The brand and marketing comms have helped accelerate our growth, and impact we can have. We’re in the process of launching our next fund.” Yash Varma, Founder and General Partner.
Graphic Design - Identity and Branding
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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