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Milieu.vc

A vc for pioneers

Branding + Digital

/

2023

/

venture

Milieu.vc

A vc for pioneers

Branding + Digital

2023

/

venture

Milieu.vc

A vc for pioneers

Branding + Digital

/

2023

/

venture

Outdoor billboard for Milieu featuring a monochrome, pixelated portrait of a visionary face merged with a map of antarctica, with the brand logo and website address displayed.
Outdoor billboard for Milieu featuring a monochrome, pixelated portrait of a visionary face merged with a map of antarctica, with the brand logo and website address displayed.
Outdoor billboard for Milieu featuring a monochrome, pixelated portrait of a visionary face merged with a map of antarctica, with the brand logo and website address displayed.
Outdoor billboard for Milieu featuring a monochrome, pixelated portrait of a visionary face merged with a map of antarctica, with the brand logo and website address displayed.

overview

Milieu is a community of founders and investors working at the intersection of venture capital and private equity. For their launch, we defined their brand strategy and positioning, created a bold visual identity to embody their pioneering spirit, and developed an accompanying website to showcase their portfolio of ventures.

overview

Milieu is a community of founders and investors working at the intersection of venture capital and private equity. For their launch, we defined their brand strategy and positioning, created a bold visual identity to embody their pioneering spirit, and developed an accompanying website to showcase their portfolio of ventures.

Deliverables

– Brand Strategy

– Brand Identity

– Website

Challenge

The current landscape is abundant with venture capital and private equity firms all looking to gain a competitive advantage in the market. How could we assist a new player based in Norway to attract ambitious partners whilst still appealing to conservative investor groups? Milieu already had a name and a growing portfolio of ventures, however these existed in isolation from any strategic groundwork or brand story. Lacking an identity, their existing website failed to reflect the aspirations of a company that champions bold innovation and progress.

Challenge

The current landscape is abundant with venture capital and private equity firms all looking to gain a competitive advantage in the market. How could we assist a new player based in Norway to attract ambitious partners whilst still appealing to conservative investor groups? Milieu already had a name and a growing portfolio of ventures, however these existed in isolation from any strategic groundwork or brand story. Lacking an identity, their existing website failed to reflect the aspirations of a company that champions bold innovation and progress.

SOLUTION

We armed Milieu with an ownable visual identity that was rooted in Norwegian heritage and reimagined for the demands of a modern brand. The result balances sophistication and expressiveness through a contemporary graphic language to instil trust and fuel ambition. This laid the foundations for a challenger brand that wanted to be portrayed as pioneering, resilient and accountable.

SOLUTION

We armed Milieu with an ownable visual identity that was rooted in Norwegian heritage and reimagined for the demands of a modern brand. The result balances sophistication and expressiveness through a contemporary graphic language to instil trust and fuel ambition. This laid the foundations for a challenger brand that wanted to be portrayed as pioneering, resilient and accountable.

An individual holding a smartphone displaying Milieu’s visual approach, where blending of the past and present occurs by utilizing vintage images of Norwegian explorers, treated with various diffusion dither effects.
An individual holding a smartphone displaying Milieu’s visual approach, where blending of the past and present occurs by utilizing vintage images of Norwegian explorers, treated with various diffusion dither effects.

STRATEGY

We identified Milieu’s brand values and personality, positioning them as a young and innovative player in the competitive landscape. Audience groups were defined, providing us with insights for who the identity needed to resonate with and what the website needed to communicate.

STRATEGY

We identified Milieu’s brand values and personality, positioning them as a young and innovative player in the competitive landscape. Audience groups were defined, providing us with insights for who the identity needed to resonate with and what the website needed to communicate.

Elevated signage displaying the People Made Machines logo, exemplifying the brand's modern and impactful presence in the tech landscape.
Elevated signage displaying the People Made Machines logo, exemplifying the brand's modern and impactful presence in the tech landscape.

Brand Identity

The identity concept is based on the “Milieu Mindset”, an approach and way of thinking shaped by Norwegian pioneers and polymaths who pushed boundaries and built legacies to inspire a better tomorrow. This was brought to life through impactful headlines, modern and classic typography choices, and custom treated imagery referencing icons of Norwegian exploration.

Brand Identity

The identity concept is based on the “Milieu Mindset”, an approach and way of thinking shaped by Norwegian pioneers and polymaths who pushed boundaries and built legacies to inspire a better tomorrow. This was brought to life through impactful headlines, modern and classic typography choices, and custom treated imagery referencing icons of Norwegian exploration.

Elevated view of Milieu’s logo displayed on a square sign, featuring bold geometric shapes symbolizing the intersection of venture capital and private equity.
Elevated view of Milieu’s logo displayed on a square sign, featuring bold geometric shapes symbolizing the intersection of venture capital and private equity.
Elevated view of Milieu’s logo displayed on a square sign, featuring bold geometric shapes symbolizing the intersection of venture capital and private equity.
Elevated view of Milieu’s logo displayed on a square sign, featuring bold geometric shapes symbolizing the intersection of venture capital and private equity.
Elevated view of Milieu’s logo displayed on a square sign, featuring bold geometric shapes symbolizing the intersection of venture capital and private equity.

A quote by Norwegian adventurer and ethnographer Thor Heyerdahl reflects Milieu’s pioneering spirit.

A quote by Norwegian adventurer and ethnographer Thor Heyerdahl reflects Milieu’s pioneering spirit.

A quote by Norwegian adventurer and ethnographer Thor Heyerdahl reflects Milieu’s pioneering spirit.

Milieu Print application titled 'Future Lands', detailing visionary topics and legacies, resting on a woven carpet
Milieu Print application titled 'Future Lands', detailing visionary topics and legacies, resting on a woven carpet
Milieu Print application titled 'Future Lands', detailing visionary topics and legacies, resting on a woven carpet
Milieu Print application titled 'Future Lands', detailing visionary topics and legacies, resting on a woven carpet

Flexible grid systems allow typography to be applied dynamically across brand collateral.

Flexible grid systems allow typography to be applied dynamically across brand collateral.

Flexible grid systems allow typography to be applied dynamically across brand collateral.

Inspirational quote on a dark background highlighting the concept of boundless thinking, reflecting Milieu's philosophy.¨
Inspirational quote on a dark background highlighting the concept of boundless thinking, reflecting Milieu's philosophy.¨
Milieu's brand color palette showcasing swatches of 'Greige', 'Mid-Grey', and 'Charcoal'.
Milieu's brand color palette showcasing swatches of 'Greige', 'Mid-Grey', and 'Charcoal'.
Milieu's ad in a subway with a dithered image of a pioneer, symbolizing their support for innovation and bold ventures.
Milieu's ad in a subway with a dithered image of a pioneer, symbolizing their support for innovation and bold ventures.

The identity references imagery and phrases sourced from publications written by iconic Norwegian explorers to produce a unique graphic language.

The identity references imagery and phrases sourced from publications written by iconic Norwegian explorers to produce a unique graphic language.

The identity references imagery and phrases sourced from publications written by iconic Norwegian explorers to produce a unique graphic language.

Merchandise showcasing Milieu's branding with a dithered print of 'Future Lands' on a white hoodie, worn by a model.
Merchandise showcasing Milieu's branding with a dithered print of 'Future Lands' on a white hoodie, worn by a model.

Part globe, part Venn diagram, the symbol honours Norwegian polar exploration and represents the intersection of private equity and venture capital.

Part globe, part Venn diagram, the symbol honours Norwegian polar exploration and represents the intersection of private equity and venture capital.

Part globe, part Venn diagram, the symbol honours Norwegian polar exploration and represents the intersection of private equity and venture capital.

Milieu's ad in a subway with a dithered image of a pioneer, symbolizing their support for innovation and bold ventures.
Milieu's ad in a subway with a dithered image of a pioneer, symbolizing their support for innovation and bold ventures.

Editorial style layouts present information in an engaging way across print and digital applications.

Editorial style layouts present information in an engaging way across print and digital applications.

Editorial style layouts present information in an engaging way across print and digital applications.

Milieu's brand color palette showcasing swatches of 'Greige', 'Mid-Grey', and 'Charcoal'.
Milieu's brand color palette showcasing swatches of 'Greige', 'Mid-Grey', and 'Charcoal'.

Digital

The website was designed to establish Milieu’s digital presence by promoting their mission, enticing future prospects and facilitating business partnerships. Built in Framer, visual identity elements are brought to life through dynamic on-scroll animations and interactions.

Digital

The website was designed to establish Milieu’s digital presence by promoting their mission, enticing future prospects and facilitating business partnerships. Built in Framer, visual identity elements are brought to life through dynamic on-scroll animations and interactions.

Laptop screen displaying Milieu's commitment to investing in changemakers, featuring their logo, signature typographic style and dithered imagery.
Laptop screen displaying Milieu's commitment to investing in changemakers, featuring their logo, signature typographic style and dithered imagery.
Milieu's brand color palette showcasing swatches of 'Greige', 'Mid-Grey', and 'Charcoal'.
Milieu's brand color palette showcasing swatches of 'Greige', 'Mid-Grey', and 'Charcoal'.
Screen with Milieu's investment ethos, highlighting their current ventures.
Screen with Milieu's investment ethos, highlighting their current ventures.
Laptop screen displaying Milieu's commitment to investing in changemakers, featuring their logo, signature typographic style and dithered imagery.
Laptop screen displaying Milieu's commitment to investing in changemakers, featuring their logo, signature typographic style and dithered imagery.

The palette balances sophistication and boldness, whilst allowing Milieu’s portfolio to be showcased against a minimalist backdrop for maximum impact.

The palette balances sophistication and boldness, whilst allowing Milieu’s portfolio to be showcased against a minimalist backdrop for maximum impact.

The palette balances sophistication and boldness, whilst allowing Milieu’s portfolio to be showcased against a minimalist backdrop for maximum impact.

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