Challenge
Moonbase Capital are on a mission to champion an innovative way of investing across Europe via Search Funds. These are financial vehicles that provide entrepreneurs with the means and mentorship to acquire and grow an established and promising, yet stagnating SMEs, rather than build a start-up business from scratch.

Founded by three entrepreneurial friends, the Moonbase partners share an expertise and passion for launching and developing businesses.
They came to The Otherly for a new strategic brand positioning and visual identity that would reflect their ambitious vision and unique personality – carving out a new area to establish Search Funds as a human-centric investment opportunity, within the often colder financial realm of venture capitalists and private equity firms. The objective was clear: cut through the crowd, convincing entrepreneurs and investors to join in, while amplifying the very human essence of Moonbase Capital.

Unleashing The Potential

Steering away from the tempting, overt clichés associated with the brand name, the new positioning focuses on the energy and uplifting vision of the founders, together with the high potential of Search Funds. Building on these foundations, the visual identity celebrates ‘the launch,’ a symbol of how Moonbase partners with the most talented entrepreneurs to boost SMEs.

A bold proposition needed a bold identity. From the ascending wordmark and the disruptive colour palette, to the energetic iconography style and impactful monochrome photography, we celebrate the visionary spirit and warm personality of Moonbase Capital.

The new design system brings the brand story to life across a range of touchpoints – each posing an important challenge: how to balance the new, energetic brand language and story with the simplicity and more conventional codes often found within the financial world. Redesigning the website was a key milestone in the creative journey, and though a digital-first brand, we also brought our digital assets into the physical world – taking the opportunity to play with textures and finishes to create an extension of the uplifting professional world created on screen.

The result? A reinvigorated brand blazing a trail ahead for European Search Funds.