Where sharp meets smart

The Moment of Change: Changing the game

We were approached by a prospective angel network, headed up by some of UK’s top tech talent, to create a brand that would define their mission and get the right companies to approach them for funding.

Taking them through our brand workshop process, we found out that they wanted to help companies make their mark on the world while improving the world, all through a membership-based collective.

The plan we made

The network didn’t have a name, and we wanted to stay away from the usual ‘angel’ names for this one. So we came up with Halceon, a play on the word ‘halcyon’, which means happiness, success and prosperity. We tweaked the spelling a bit (and Robyn didn’t complain about it, so that meant we were onto a winner) to give it a more distinct feel.

The story we told

The goal of the brand was twofold – attracting potential companies who needed funding, but also attracting potential investors. So we developed a powerful positioning statement that helped the team behind Halceon to really get to grips with what they were trying to do, as well as explain what their mission is to others.

We helped them define their guiding principles – integrity, impact and conviction – and built a story around each of them. Then, we summed it up with a strapline that explained exactly what they were trying to do: For better days.

Any visual identity had to be clear and smart – after all, this isn’t a tech start-up brand, it had to stand a cut above. We gave Halceon a sophisticated wordmark and signifier, combined with a colour palette that reflected the origins of the sectors they operate in and the high-net-worth world of their investors.

The Mighty change

Halceon officially launched to a select group of partners with great acclaim, and the brand went down a storm. Now, they’re poised to start working with start-ups with impressive credentials, ready to make a difference.