FLAG Capital - Refreshing a premier fund-of-funds brand to grow the portfolio

  • Situation: Expand business by introducing new fund strategies
  • Services: Positioning analysis, Brand strategy, Identity update, Collateral redesign, Annual Meeting design, Website design
  • Results: Added new sector fund-of-funds; significantly grew capital under management
FLAG Capital, one of the most experienced firms managing fund-of-funds in venture capital and private equity, needed to clarify its brand in order to expand the business and add more funds to its portfolio. We worked with the leadership to find the differentiating characteristics of FLAG, and develop a brand strategy that became the foundation for shaping the company moving forward to drive growth. Our design partner updated the identity, developed new design system, collateral, offering memoranda, website, and the design of their important annual meetings. As this work came on stream, FLAG successfully added new funds in new sectors and significantly grew capital under management.