A new Dawn.
A friendly, optimistic positioning
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.
An investor story
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.
The new brand coincided with a breakthrough in fund size for Dawn, growing to a $250M Fund III and $125M opportunities fund.