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A Refined Identity for a Discerning Family Office
Turning a legacy of investments into a visible, cohesive brand.
BEFORE
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AFTER
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Client
BM Capital
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Industry
Venture Capital / Family Office
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Location
India, UAE
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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
BEFORE
Foundations for the
Brand Transformation
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.
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—bold, modern, and expressive.
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
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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.
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Master Brand Book
Single-source reference for logo, color, type, icon, tone, and usage.
Early Momentum
COHESIVE
BM Capital now has a clear, cohesive digital identity to share with founders, collaborators, and co-investors.
VISION
The brand reflects the quiet confidence and long-term vision of its founders.
ONE VOICE
For the first time, every stakeholder touchpoint speaks with one voice.
In Their Words
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Case Studies
Impact Stories
Every brand has a story. These are the ones we helped rewrite—with clarity, confidence, and bold execution.
view all
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