Clarity Is The New Carry.

We help VCs gain clarity on their superpower and stand out through branding, to strengthen their deal flow and fundraising.

  • 48 000 : the number of active VC firms in operation around the world.

    ~70% : the percentage of LP capital mega funds have captured in 2024.

    Alternatives to VCs

    610 : the number of angel syndicates in the US & Europe.

    x10 : the number of CVCs since 2010.

average percentage increase of active VC investors in Europe & US since 2010

  • Investment thesis

    Vision and purpose

    Founder-LP personas

    Investment philosophy

    Founder-LP Value Proposition

  • Tone of voice

    Brand language

    Brand personality

    Overall messaging

+289%

  • The VC market has never been more competitive and concentrated (the barbell structure of VC, i.e mega-funds vs others, is now permanent).

  • Through CVCs and angel syndicates, founders have more funding alternatives than ever before.

  • LPs are becoming more selective and sophisticated. Fundraising is back at 2018 levels and cycles are long.

  • Founders have more decision power on who they want their investors to be.

    VCs need to rethink how they make themselves relevant to founders and LPs.

  • Founders have a plethora of funds they can reach out to and their expectations go beyond investment.

    Capital is a commodity and Platform value is now commonplace.

    It’s no longer a strong edge.

    VCs need clarity on what kind of firm they want to be and what they can offer that other firms can’t, aren't (or won’t) and create compelling stories.

    The journey of a founder is a rollercoaster of emotions. One of the most powerful things you can do is to give people new language or concepts to help them better understand their own experiences. (Ruchi Sanghvi, South Park Commons)

    What's the thing your fund excels at that founders intuitively understand but can't articulate?

  • The LP landscape has shifted toward a "flight to quality" dynamic. LPs are becoming more selective and established funds are still disproportionally getting the bulk of the fundraising.

    Smaller funds have to differentiate their brand to secure commitments and stand out during fundraising cycles by :

    • Articulating a specific, contrarian view on their vertical and market evolution

    • Defining a strong LP value proposition and platform value that differs from competing firms

    Fundamentally, LPs evaluate how a fund's unique approach drives outperformance and whether they have a common market outlook.

  • Of the VC marketers we talked to said that their job can be very chaotic : they’re expected to be brand strategists, event planners, copywriters, business developers and manage internal/external comms.

    Allocating enough time to in-depth brand work can be very challenging.

How we see venture capital evolving

VCs :

  • Hold their founders to the highest standards post-PMF when it comes to branding to help them scale.

  • Look for founders with a defensible edge.

  • Expect founders to have memorable pitches infused with  storytelling and clarity.

And yet most VCs don't apply the same level of scrutiny to building their own brand and pitches.

VCs need clarity on their superpower.

Brand Traction™

You need an agency that:

  • “Gets it”  and can get a sense of who you are as a business quickly

  • Can get straight into the nitty gritty

  • Speaks your language

  • Is naturally curious to learn more about your firm and your industry

  • Understands the wider context and the challenges your industry is facing

  • Understands that brand isn’t just about aesthetics

In short, what is your superpower ?

Phase 4 : More visibility

Venture capital is a human to human business.

VCs have to embrace this and allow their teams to share their perspective and expertise through personal branding to boost visibility.

Personal branding allows your team to be perceived as experts and forms deeper connections with founders and LPs.

Our edge

Our solution

Phase 1 : More clarity

Phase 2 : Clarity in communication

We’ll help you gain clarity on your superpower.

Your superpower is not worth much if you don’t communicate it clearly.

Phase 3 : Stand out visually

Venture capital as an industry:

  • Has different types of audiences with their own agenda

  • Uses a distinct language and jargon

  • Has different sets of goals

The learning curve for agencies is steep, requiring VCs to spend time teaching the basics.

You don’t have time teaching the basics.

Branding has become a crucial investment in a crowded and rapidly-evolving VC market.

Our perspective

Make sure you make a good first impression and become instantly recognisable.

  • Logo

    Website

    Firm name

    Typography

    Colour palette

    LinkedIn profile

The Cottage Industry

Pre-2000s to early 2000s

Thesis : access to capital is paramount.

The Platform era

Early 2010s - late 2010s

Thesis : Capital is abundant. Platform is the new edge.

Brand/media-led era

Early 2020s -

Thesis : Capital is a commodity and a standard Platform is becoming more commonplace. It’s no longer a strong edge.

VCs need to build real & durable differentiation to stand out and become known for their superpower.

  • Pitch decks

    ESG reports

    Year In Reviews

    Event brochures

    LinkedIn post templates

    Portfolio support materials

    Annual & Quarterly reports

    Factsheets and termsheets

    Prospectus / Memorandum

    Due Diligence documents / Q&A

    Investor surveys & feedback forms

  • Personal branding for GPs, partners, principals and associates :

    Discovery

    Competitive analysis

    Content strategy

    Profile optimisation

Ask yourself

Why you and why now ?

Do you have a clear investment thesis?

Have you graduated beyond your current brand?

What do you stand for and why should you exist?

Does your brand reflect your ambitions and track record?

What makes your platform value different than other firms?

What is your perspective on your vertical/ the VC industry?

How will you play the game of VC by a different set of rules?

Is there something that you can offer to founders and LPs that mega-funds can’t / won’t do?

What's the thing your fund excels at that founders intuitively understand but can't articulate?

What’s the one good thing that you can leave a LP/founder conversation that would make you memorable ? (Add who said that)

Why would founders remember you & want you to become part of their tribe over any other fund? (Add who said that)

VC 1.0

VC 2.0

VC 3.0