Parc - Brand development (2021)

Parc Capital had a vision to become tomorrow’s model of investment banking: all the skills, without the suits and “me first” attitude. But their brand lagged behind their own vision and the global players they respected.

The right raw ingredients

Parc had a lot of raw ingredients to build an exciting brand. In addition to their ambitious vision, they had clearly identifiable points of difference from their competitors, and a strong, intuitive sense of the company’s values. But their brand lacked the boldness and passion the team displayed when we spoke with them.

There were two key reasons for this. Most importantly, the brand didn’t convey any distinct sense of purpose. Secondly, it was missing a foundational element: its brand personality.

Finding a bold voice for a bold idea

As we workshopped what motivated the stakeholders, their purpose was quickly clear. And it was founded in a resonant, personal story: Parc’s CEO Adam Pozniak remembered his own experiences as an entrepreneur, struggling to find finance that would embrace smart risk. Parc wanted to fill that gap for today’s entrepreneurs: To stimulate entrepreneurial growth by empowering investors and businesses to take smart risks.

Bringing it together

Visually, we embodied Parc’s provocative reimagining of investment through a striking, fresh green – a nod to both “park” and money – combined with black and white for a stark but high impact colour palette. A big, bold wordmark and headlines emphasised confidence.

But boldness was only part of what distinguished Parc. The team also set themselves apart with their relationship-driven approach. So close-up photo portraits of real investees and investors brought warm humanity to the brand.

Finally, a new company tagline - “Invested in you” - encapsulated Parc’s personal touch and commitment to long-term partnerships.