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.
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.
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.
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.
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.
