CASE STUDY

An Identity With Personality:
Developing a Brand With Character

The Situation: Lemhi Ventures is a venture capital firm with a distinct point of view. The members of its founding team of five principals have strong backgrounds in healthcare services. They have designed their fund to invest in promising new companies based on disruptive change business models that will accelerate the marketization of healthcare.

The Communications Challenge: The Lemhi team felt a strong affinity with the epic journey of Lewis and Clark, especially that expedition’s struggle and perseverance in crossing the Lemhi Pass. The firm wanted an iconic logo that would capture both disruptive change and persistence. The website text and imagery needed to convey the irreverent personalities of the team, as well as the underlying discipline that had made them successful businesspeople, and now successful investors.

Strategy: Through extensive client interviews and conversations, Neuger Communications Group elicited language, images and tone of voice that captured the spirit of the firm. Photography in and around the Lemhi offices (a sophisticated renovation of an old hardware store) provided lively group and individual photos and a palette of favorite colors. Quotes from business, philosophy, literature and popular culture punctuated rich descriptions of the firm, its people and its vision..

Results: The Lemhi Ventures logo designed by Neuger Communications Group represents perseverance amidst change: the double delta evokes the Greek symbol for change, while the steeply sloped path leads up and over the obstacles of a mountain pass. Neuger Communications Group developed a graphic identity system that builds on these symbols with a crisp and clean execution.

The bottom line? An elegant, no-nonsense look and a confident, sometimes cheeky website that says this is a firm that is serious about enjoying its work.