Serendipity Capital
Crystalising a new vision and brand for a forward thinking investor.

We helped Serendipity Capital capture their unique investment strategy in a new brand.

Serendipity Capital is an investor focused on disruptive fields, including artificial intelligence and machine learning, climate and sustainability, quantum technologies and security.

With a core portfolio of businesses and an investment ecosystem made up of some of the leading figures in the financial services industry, Serendipity wanted to clearly articulate its investment philosophy, and invited Industry to help define its value proposition and identity.

What we delivered

– Strategic value proposition and messaging
– Brand identity
– Brand guidelines and templates
– Website

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In focus – a sharper vision
Working closely with the leadership team, we explored a range of positioning scenarios and used the brand development process to help crystalise Serendipity’s strategy. Unlike other venture capital firms, Serendipity’s permanent capital structure allows it to invest for the long term. This key point of difference underpinned their focus on investing in companies that enhance and secure the critical technologies and infrastructure of tomorrow. This idea was encapsulated in the bold proposition “In front of tomorrow”.

New horizons. Bold frontiers.
The new identity flows from the strategic vision, with a horizon line forming the foundation for the new visual identity system. The horizon line and colour gradient, which represents the changing light of dawn, are reflected in the logo and through key applications of the brand including the website.

Telling the story in images
Bringing the notion of a secure future to life, the brand features striking imagery representing the key investment thematics, such as quantum technologies, climate and sustainability. Juxtapositions of imagery help to communicate the role these technologies will play in securing the world’s critical infrastructure.

“We found in Industry a partner who quickly grasped our business and where we wanted to take it.

The new brand is a perfect encapsulation of our vision and has placed Serendipity on a strong footing for the next chapter in our growth.”

Rob Jesudason,
CEO, Serendipity Capital

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