Even Uphill – Branding a Venture Firm Driven by Innovation.
Focusing on the dynamics of change.
When a freshly-minted global venture firm came to RadiantBrandsand asked us to build a brand and marketing presence we saw a clear opportunity to differentiate them. Having worked with numerous Silicon Valley VC’s we knew much of how they presented their firms and investment strategies. So how is this one different? They were not focusing on the latest great software apps or just any consumer-focused business model. Pilatus Capital was out to discover and invest in technology innovations that have the potential to disrupt whole industries and markets.. They sought companies with new ideas and evolving technologies that are groundbreaking for whole industry segments and poised to take off. This is where RadiantBrands came in to build the brand and the story.
Developing the name and identity.
With the founder’s vision in mind of a concentration on accelerating growth, we worked on how to show the concept of companies taking off with the right inputs and investments. The idea of a very steep mountain brought us to Pilatus, a peak in Switzerland boasting the steepest cog railway line in the world. The mountain metaphor was distinctive, visual, and memorable. And then we came up with the tagline – Even Uphill. This all played off the challenges of entering dynamic markets with new technologies and making the right strategic investments that can steepen the angle of growth. From here we developed the brand look, the image of the company, the language, and focus on growth and strategy.
The importance of the pitch deck.
The story of Pilatus and its investment strategy is where the pitch deck is critical. We collaborated not only in developing the branding but how this unfolded in the presentation and the brand. Building on their difference from other venture firms, we dove into designing and working with them on their pitch deck. The goal – to tell a story about their philosophy their unique approach. Not just new ideas but strategic ideas that when developed can make radical impacts on key market segments.
Creating a website that tells their story.
The website evolved as we developed their story — it’s about the mountain, their mission, and the industries they are investing in. We found it imperative to build this brand message to a targeted set of potential investors to illustrate that this venture firm is broadly knowledgeable in many industries and highly focused on effective investment strategies.
At RadiantBrands we believe that the focus we bring to our client’s goals only enhances their visibility and supports their success in achieving their business objectives. We continue to work with their portfolio companies as well as Pilatus Capital in evolving the brand, their message, and their communications.