Creating the foundations of a $1.5B fund brand for Dawn

By Proxy

Dawn Capital is a leading European venture capital fund. Following a £67M Fund II, Proxy developed the new brand for the leap to a $250M Fund III and a $125M opportunities fund. Today, the AUM of Dawn Capital estimated by DealRoom is $1.5B.


In a heavily contested Enterprise SaaS investment market, Dawn wanted to stand out as a friendly, optimistic fund started by entrepreneurs. Proxy proposed an unusual, yellow colour way paired with a friendly sans serif typeface.

A crucial part of relaunching Dawn was the raise of a fund much larger than any previous fund by the company. Proxy worked closely with the Dawn team to develop the limited partner presentation of the new fund.