A Refined Identity for a Discerning Family Office

Turning a legacy of investments into a visible, cohesive brand.

BEFORE

AFTER

Client

BM Capital

Industry

Venture Capital / Family Office

Location

India, UAE

Scope

Brand Strategy → Naming → Identity → Collateral → Website

What Wasn't Working

Invisible presence — no central website or identity to represent decades of investment

Fragmented perception — angel investing efforts scattered across founders’ personal brands

No formal collateral — nothing professional to share with partners or co-investors

Name recall issues — identity didn’t reflect credibility, purpose, or legacy

No systemized brand story — no consistent narrative across digital or offline presence

BEFORE

Foundations for the
Brand Transformation

BM Capital became their platform to invest with intent. Each move shaped by conviction. Each bet a contribution to change.

The new identity draws from two core forces: the founders' experience across startups, equities, and real estate, and their shared drive to back ideas that make a meaningful difference. A quiet power. A curated conviction.

NAME → BM Capital: A tribute to their mother, with a crisp, institutional tone.

Logo mark → Font-led identity with a subtle forward lean—signaling vision and progress.

Color palette → Magenta and deep blue-green hues blend legacy with future focus.

Voice → Curated, intelligent, visionary.

Brand promise → Investing in founders who contribute to change.

Values → Curiosity • Contribution • Conviction • Clarity.

Positioning line → Investing in founders who contribute to change

Bringing It to Life

Website → A simple, focused platform showcasing sectors, ethos, and select founders.

Social presence

Visual stories and quotes adapted for Instagram and LinkedIn.

Stationery

Business cards and letterhead in magenta-accented minimal layouts.

Swag

T-shirts, mugs, and folders that feel subtle yet distinctive.

Master Brand Book

Single-source reference for logo, color, type, icon, tone, and usage.

Early Momentum

DIGITAL IDENITY

BM Capital now has a clear, cohesive digital identity to share with founders, collaborators, and co-investors.

LONG TERM

The brand reflects the quiet confidence and long-term vision of its founders.

TOUCHPOINT

For the first time, every stakeholder touchpoint speaks with one voice.

In Their Words

Brand design is not just art; it’s a true expression of creativity.

As I spent more time with him, i was truly impressed. The way he digs deeps understanding my mindset, business purpose, core values, and even personal interests made me realize he is unique and extraordinary in his approach.

Ravi Polishetty

President

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