Singularity Capital is an early-stage venture capital firm based in Tucson, Arizona. The company approached TRIA to develop a brand strategy and communications plan to help it stand out within the investment community.

Challenge: Singularity Capital needed to develop a clear, central, and differentiated brand strategy to guide all its business decisions and communications. More specifically, the VC firm needed a purpose beyond making money and a set of core values that would guide its thinking and actions. Singularity Capital also needed a deep understanding of its stakeholders. Additionally, the company required an inspiring brand promise that would differentiate it from the competition.

Solution: To address Singularity Capital’s challenges, we developed a brand platform that included a purpose, core values, target audience, needs analysis, brand promise, brand personality, and brand story. We conducted stakeholder interviews to inform the brand platform and ensure it was aligned with the company’s values and goals. The brand platform guided the development of effective communications tactics that included message mapping, the brand architecture of Singularity Capital’s many funds, design and copywriting, photos and visual identity, social media strategy and content writing, a new website design, a PowerPoint template, a one-pager, and an email signature.

Results: Thanks to the brand strategy and design solutions we developed, Singularity Capital’s brand became more precise and highly differentiated within the investment community. The brand platform, informed by stakeholder interviews, provided a clear purpose, core values, target audience, needs analysis, brand promise, brand personality, and brand story. In addition, the effective communications tactics, including message mapping, brand architecture, design and copywriting, photos and visual identity, social media strategy and content writing, a new website design, a PowerPoint template, a one-pager, and an email signature, helped Singularity Capital to project a consistent and professional brand image.

Conclusion: We helped Singularity Capital develop a clear and differentiated brand strategy and identity unified around a single -yet powerful- idea. TRIA’s effective communications tactics and design solutions helped the Singularity Capital brand stand up and out.