The goal of this project was to develop a new brand strategy and complete visual branding for the newly founded brand Vibrant Ventures, which spun off from the parent company Wendero.
The challenge was to create a brand that conveys both innovation and professionalism while appealing to a versatile audience, including startups, established companies, and investors.
The Vibrant brand aimed to establish itself as a dynamic player in the venture capital sector.
Client
Vibrant Ventures GmbH
Areas
Strategy, Concept, Branding, Logo Design, Web Design
Year
2023
Process
Our strategic approach began with an intensive brand strategy workshop, in which the core values and brand personality of Vibrant were defined. The focus was on the “why” of the brand: “Empowering a World full of Life and Energy.” In this workshop, we prioritized the needs of the target audience and developed a clear strategy that emphasizes the attributes of clarity, strength, and innovation of Vibrant.
StyleScape: A stylescape is a collection of brand assets such as colors, typography, photography, patterns, etc., combined by a designer to build the visual aesthetic of a brand. It is a more refined version of a moodboard, but does not reach the same level of detail as a brand guide.
Branding
Based on the strategic insights, the visual branding of Vibrant was developed. The choice of colors played a central role: blue as the main color symbolizes professionalism and clarity, while orange as an accent color emphasizes the creative and future-oriented energy of the brand. In addition, a logo was designed that conveys dynamism and energy while also highlighting the professional character of Vibrant Ventures. The overall visual style, including typography and imagery, has been documented in the Brand Style Guide to ensure a consistent brand identity.
Web Design
In addition to branding, the design of a user-friendly website was a central element of the project. The website was designed to be intuitively navigable and convey a clear, memorable message. The information architecture was tailored to the various target groups of Vibrant Ventures to effectively address both startups and investors. Wireframes served as the foundation for the final design, which emphasizes the core values of the brand through clear communication and engaging visual design.
Wireframes of the Vibrant website: Initial drafts of the structure and functionality that serve as the basis for the final design and user experience.
Challenges
A major challenge was to create a brand that appears both innovative and professional, appealing to the broad target audience of Vibrant Ventures. This required a clear differentiation in the venture capital market and an emphasis on the unique values of Vibrant. Additionally, we had to ensure that both the branding and the web design successfully reflected the versatility and dynamism of the brand.
Results
Already in the first months after the launch, Vibrant Ventures recorded a significant increase in brand awareness. The positive feedback from startups and investors confirmed the effectiveness of the new branding and website. The launch also led to strong engagement from website visitors, which can be attributed to the successful interplay of branding and web design.
Conclusion
The development of a new brand strategy and consistent visual branding for Vibrant Ventures was a crucial step in successfully positioning the brand in the venture capital sector. By specifically targeting the target groups and clearly communicating the brand values, Vibrant Ventures was able to establish itself as a dynamic and innovative player. The close connection between strategy, branding, and web design significantly contributed to the success of the project.
