LOUD Capital: Brand Activation
The LOUD team reached out to us regarding their outdated website. However, upon further investigation, we discovered that their challenges extended beyond just the website; they were also struggling with their brand positioning. As their team evolved over the years, they had not taken the time to clearly articulate their essence: what they represent, what sets them apart, and how they communicate their work. To truly address the issue, we needed to return to the fundamentals. We organized a series of workshops with the LOUD team to guide them through the brand strategy process. During these sessions, we explored their purpose, mission, and vision in depth. We defined their brand identity and core values, discussed their audience and the promises they can make to them, and ultimately crafted a unifying brand anthem: “We amplify value through purpose.” Once we established the verbal branding, we turned our attention to the visual aspect, specifically the logo and website. The original LOUD logo was based on a waveform typically seen on soundboards, which, while creative, was overly complicated and not effectively designed. In the new logo, we shifted the design to incorporate a sound wave intertwined with the "Startup Valley of Death" curve, a key concept in how LOUD collaborates with its portfolio companies. This new logo was complemented by a suite of brand assets, including an updated color palette, distinctive patterns, and original icons. Finally, we focused on redesigning the website. LOUD's updated site embodies their refreshed brand identity, showcasing their inherent curiosity and willingness to explore new opportunities while maintaining a sense of experience and relational engagement. The new website strikes a balance between being edgy and personable, ultimately telling the LOUD story in a way that resonates with their target audiences.