Adaptogen Capital is a private equity firm enabling family office and institutional investors to deploy capital into energy transition assets. The engagement started as a $650 Upwork contract for a logo and branded PowerPoint, then grew into a four-month brand infrastructure build as the scope of what the firm needed became clear.
I ran the branding process through a structured multi-chapter methodology. Chapter one mapped the competitive landscape, brand values, and positioning against PE peers like Greencoat Capital and Gresham House. Stylescapes explored the visual territory. Logo concepts followed, then brand refinement. The brand guidelines document went through ten iterations before final delivery.
The logomark is built from a magnetic field diagram. I drew the icon on a spherical grid derived from electromagnetic field line illustrations, with dot sizes graduated to suggest energy radiating from a central axis. The logo system includes primary, icon, text, and horizontal variants, each delivered in five colour ways and four file formats.
The project expanded beyond the original brief to include a Squarespace landing page with a custom animated background (built in After Effects from magnetic sand footage), branded PowerPoint templates with a custom theme file, an investment teaser presentation, custom network and data cloud graphics, photorealistic mockups, and a curated library of over 100 stock images. Three separate invoices tracked the additional work at £40 per hour.
- Year
- 2020–2021
- Project No.
- 009
- Client
- Adaptogen Capital
- Discipline
- Brand Identity, Brand Guidelines, Website Design, Presentation Design, Motion Graphics
- Role
- Brand Designer
