• An optimistic brand for Dawn Capital, a $235M SaaS Series A fund

    Dawn Capital are a London based venture capital firm. Specialising in FinTech and Enterprise SaaS, they know how to spot the innovative technology of tomorrow at Series A stage. Dawn were early investors in success stories such as iZettle .

    Dawn managed several successful funds under a nondescript identity and were easily camouflaged amongst rival financial institutions. With its continued success, Dawn wanted a memorable, stand-out identity that would cut through the sea of conservative blue and appeal to founders of the hottest startups.

    We created a logo for Dawn that incorporates a rising sun and we dropped the word ‘Capital’ from the logotype. Presented in yellow and white, the brand identity is bright and optimistic. The sun’s placement in the logotype implies a full stop, expressing a definitive air of expertise offered at Dawn.

    Dawn began to roll out their new identity at Slush, Helsinki, where they sponsored a party for start-up founders and co-investors. They have also commissioned us to produce an extensive presentation that will be used to attract investors to the fund. The fund closed at a record breaking $235M, making it the top European SaaS fund.

  • In a world of conservative blue, the bright yellow brand stands out as a fresh, but grown up presence


  • Dawn yellow is bright and fresh, while maintaining contrast to white


  • The new identity was launched at Slush 2015


  • We were also asked to design an investor deck and photograph the team