Northzone
CHANGING VENTURE FROM CAPITAL TO CHARACTERVenture capital is a world of big egos, big numbers, and tall tales. Fortunately that’s not the only story. Northzone still treats it as an intimately personal craft. We created a brand to put founders before figures, and position boutique venture as the aspirational choice.
WE PARTNERED ON
Brand strategy, visual and verbal identity, digital design.
STRONG MINDS ABOVE SPREADSHEETS
The industry is defined by bravado. Everyone backs game changers, and everyone spots outliers. Northzone’s experience means they cut through the hype and get to the truth about the team. They build their relationships from this common ground. So we placed strength of character, not just size of opportunity, at the heart of their brand.
IN BLACK AND WHITE
Their honesty drew us towards editorial design. The distinct logotype acts as a characterful masthead. Dynamic visual content responds to the story at hand. All mediated by an open and intelligible tone of voice. The result is a confident identity with flashes of personality, which cuts through the claims of other VCs.
INDEPENDENT MEDIA
Since Northzone stands behind founders, we needed a way to bring those founders to the fore. For that reason, we moved away from a “house style” of illustration and imagery. Instead, we built an adaptive brand system that can cope with whatever content is thrown at it.
PAUL MURPHY
General Partner, Northzone