Socially responsible impact investment advisory rebrands

Growthcap, a socially responsible impact investment advisory which raises funds for environmentally and socially conscious businesses, worked with UK-based creative consultancy 31% Wool to develop a new visual identity around the natural world.

Growthcap's advisers work with change-makers, impact investors and entrepreneurs on projects of all scales from grassroots to boardroom. This sense of scale is reflected in the brand photography where either macro shots of nature or aerial shots of the environment are used.

The circular symbol, which forms part of the new logo, represents the world, as well as implying a circular economy. The symbol is also used as a graphic device to highlight elements of growth or change in photography, like flowers blooming or animals roaming in pasture. The colour palette is also focused on nature-related colours, including the greens of nature and the blues of the ocean.