GREYMATTER

Brand Identity Design

Brand identity for a venture capital firm focused on mental and brain health

Overview
Developed a brand identity for a venture capital firm specializing in mental and brain health. The identity was designed to be minimal, clear, and credible, supporting both early-stage positioning and long-term use across a wide range of communication materials.

Worked closely with the founding team to establish and evolve the brand over time.
ROLE:
Brand Designer
SCOPE:
Brand identity, visual system, presentation design, social media, marketing collateral, ongoing brand support
Challenge
The goal was to create a brand that felt trustworthy and focused, avoiding visual noise often associated with health or wellness branding, while still remaining distinct in the venture capital space.
Approach
The identity was built around the idea of clarity and restraint. Rather than relying on complex symbolism or illustrative elements, the design focuses on simplicity and legibility.

A neutral palette of light and dark greys forms the foundation, paired with a deep yellow accent to introduce contrast and emphasis. Typography and layout were kept clean and direct, reinforcing a tone of confidence and precision.
Visual System
The system was designed to be flexible and durable, supporting a range of applications across different touchpoints.
  • Minimal, text-based logo
  • Neutral grey palette with a single accent color
  • Clean, structured typography
  • Scalable layout system for presentations and communications
  • Applications across decks, social media, and marketing materials
Outcome
Originally developed during the company’s early stages, the identity has remained in use over several years with minimal changes, demonstrating its longevity and adaptability as the company evolved.

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