Branding // São Paulo // November 2020
The 3in Capital Group is a holding company that offers investment funds and intellectual capital for startups and new companies. The group needed a rebranding project that reflected the core values of the business.
The challenge was to, conceptually, develop the brand and visual identity based on the values of the 3in Capital Group without losing the connection with the three companies that are currently part of the Group. Besides the stationery, we design the new website and visual communication for the new office where the three companies operate simultaneously.
We used frameworks to point out the essence, purpose, and personality of the brand. Those concepts were the foundation for designing an identity that needed to be modern and bold, conveying all the trustworthiness that an investment holding company must offer.
The circles in the logo represent the three pillars of the brand: internet, investment and innovation, while also referring to the conglomerate of companies. The different sizes and 30° angle refer to the growth and advancement of the investee companies.
As it is a group of companies, brand architecture is crucial. The identification of the investees occurs through the use of the main Blue colour by all of them. Currently, the holding company contemplates three businesses.
The website had to be straightforward and fit all the essential information on one page. To achieve that goal, we used defined sections with concise text and external links.
In the visual communication of the office, we aim to design an environment that would welcome all the employees from any company that are part of the group.
