Description:

Entrepreneurs in Aotearoa are leading innovation for the local economy, yet they have limited access to flexible capital and strong global networks. GENEI is a new private capital fund that seeks to balance financial returns with positive impacts, providing access to difficult-to-reach investment opportunities of entrepreneurial Kiwi businesses. Backed by a proven private equity model used by global investors, GENEI brings a new investment approach to New Zealand.

With no direct entrepreneurial-led private equity competitors in New Zealand, GENEI came to us for a brand that could set them up for success. They needed a trustworthy and intelligent approach to establish credibility with investors while bridging the gap between global and local expertise.

At the core of our design solution is a strong logo mark that integrates the four crucial elements of the business: global investors, Kiwi investors, the globally proven playbook, and Kiwi businesses. When these components merge, they create a platform of success, for both investors and New Zealand companies to thrive. The core graphic language utilises the logo form, and the square negative space, adapting to different functions of the brand.

The brand's graphic expression flexes to motion-based pattern systems, representing the wide network of entrepreneurs and the connections made internationally and locally. Lively, light-hearted illustrations add warmth to the intelligent graphic landscape, highlighting investment themes that prioritise not only strong financial returns but also positive societal impact.

The entire graphic system is carefully considered, balancing the contrast between the global scale and the local heartbeat. This is reflected in the colour palette, which includes neutral tones inspired by Aotearoa’s natural landscape, and a pop of colour that signifies global innovation. The art direction emphasises GENEI’s vast impact on New Zealand, featuring striking landscape photography and evocative 3D textures.

Although at the beginning of their journey, the brand transformation has already helped GENEI secure capital for their first fund, bringing on board many like-minded entrepreneurs. They are on their way to improving the health of Kiwi companies and the New Zealand economy, and we’re all for it.