Frontline
Frontline
Frontline is the venture firm for globally ambitious B2B companies on both sides of the Atlantic.
Challenge
Frontline required a rebrand, an update, a fresh look for a continuously evolving and fast-growing industry. With a team of entrepreneurs based in Dublin, London and San Francisco, they have built many businesses in many ways. As a venture fund, they’ve helped tens of founders and CEOs. They add value when founders need it most – at company defining moments.
Approach
Following our brand strategy workshop, we focused on Frontline’s personal approach, financial experience and technical/industry knowledge.
The main aspects of new brand identity were built around human and technical typographic play. A glyph system was formed from aspects of Frontline’s techniques with various combinations used to explain different processes. These glyphs were then used to form a new logotype and display typeface to give a more digital feel. A second typeface was created with brush and ink.
Overlaying these two typefaces created a new emergent quality. Along with the typographic systems, a grid system based on controlled environments was also designed to showcase the acceleration of exceptional founders. We photographed team members to create unique triptych portraits that featured three images of each person listening, considering and responding.
Together these items formed an adaptable brand identity that aligns Frontline’s visual aesthetic with their dynamic team and growing portfolio of companies.
Services
Branding, brand strategy, design for print, art direction, website.
Value
“It was through working with Red&Grey that we were able to uncover all of these elements of our brand and tie something visual to them. We very quickly realised that much of what we do as venture capitalists are bridge the human and the technical – offering our founders both money and support, capital and experience.”
Kim Pham, Frontline
Read the full article by Frontline’s Kim Pham on the rebranding process here.
Collaborators
Strategy: Paul Hughes
Photography: Matthew Thompson