Client
Ascension Capital
Industry
Finance
Year
2024
Timeline
10 weeks
Team
4 specialists
01 / The brief
Ascension is a Casablanca investment firm raising institutional capital across North Africa. The thesis was sharp; the brand said nothing. We rebuilt the identity from strategy to stationery.
02 / The challenge
Ascension was pitching international LPs with a wordmark drawn in-house a decade earlier and decks that changed style with every associate who touched them. Sophisticated investors read the inconsistency as operational risk. The firm was losing rooms before the numbers came up.
03 / The approach
One idea, conviction held over time, expressed through a stepped wordmark, disciplined type, and a navy-and-gold palette that resists trend. Then we templated everything an associate touches.
+ Fig. 01 · Branding in progress
04 / The impact
qualified investor meetings
first fund close after relaunch
deck production time
05 / Palette
Click a swatch to copy its hex
06 / Deliverables
“ I stopped rebuilding the deck the night before every meeting. That alone was worth it. Then two LPs brought up our materials unprompted. Twelve years of raising, and that had never happened once. ”
Yasmine El Fassi · Managing Partner, Ascension Capital
07 / How we got there
01 /
Immerse
Two weeks inside the firm: partner interviews, LP feedback, and a hard audit of every touchpoint.
02 /
Position
One-sentence positioning, tested against the three firms Ascension loses to most.
03 /
Design
Wordmark, type, color, and grid built for boardrooms, not brand books.
04 /
Equip
Templates and guidelines that keep the brand sharp without a designer in the room.
+ Fig. 02 · Delivered system
The record · more proof, next door
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