Groundforce Capital—
Reimagining the future of investing
Challenge:
PowerPlant Ventures were the OGs of impact investing. Founded in 2015, they were on a mission to be the go-to investor for plant-based consumer food and beverage, early-stage companies. But after almost a decade of investing with over 45 investments and 6 exits, they decided to expand their vision and investing strategy to focus on the trends and technologies they feel will reshape the food industry. The challenge was how to leverage the equity and reputation they had built into a new brand positioning, name and identity. That’s where we came in.
Solution:
We focused on what made PowerPlant authentic. Solving the climate crisis represents the single largest human effort in history. And they believe it will change the way we live and work forever. That passion is what drives them to do what they do. Coupled with their deep operational experience in managing and scaling companies, we helped create a clear and differentiated positioning strategy, revised mission/vision, brand name and identity system.
But, we did more than that. We created an identity system that gives them the flexibility they need to change and adapt while building equity and trust over time.
Where investing is a force for good.
The tagline captured not only their vision and brand positioning but also what makes them unique—their deep operational experience and hands-on approach to helping their portfolio companies scale.
The visual identity system was designed to balance their entrepreneurial drive with a more institutional image reflecting their expansion into larger investment vehicles and later stages of growth.
The logo combines two elements to form a symbolic and geometric representation of a G and f signifying Groundforce’s commitment to a better planet and people.
Employee merch serves as a symbol of Groundforce’s commitment to a new name and identity.
See more of the work ︎︎︎
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