Case Study: Valhalla Private Capital

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Valhalla Private Capital
Venture Capital
Calgary, AB


Challenge:
Valhalla Private Capital came to us with a family of brands, all of whom needed a brand refresh. This parent company had multiple visual identities within all of their sub-companies, who were going a little rogue with their own visual styling. Our job was to tidy them up and bring them into one visual roof. We also helped brand their un-conference in the Bahamas (though they seemed to have lost our invitation to it), which had to feel Valhalla-y while having its own identity.

The Project:

  • Brand discovery workshop

  • Brand identity design

  • Sub-branding for 6 affiliate companies and their annual leadership conference

  • Tradeshow banner design

  • Stationary design

  • Event asset design

  • Presentation + pitch deck design

  • Custom scotch glasses ;)

  • Conference branding

  • Ad design

The Valhalla Private Capital mark on the right, and the Angel Summit mark on the left. While the Valhalla mark is a traditional sailing knot, we added a third knot to the Angel Summit logo to symbolize the three Americas coming together at the conference.

The Valhalla Private Capital mark on the right, and the Angel Summit mark on the left. While the Valhalla mark is a traditional sailing knot, we added a third knot to the Angel Summit logo to symbolize the three Americas coming together at the conference.

 
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The Angel Summit branding uses the same typefaces, travel-inspired imagery, and several of the same colours.

The Angel Summit branding uses the same typefaces, travel-inspired imagery, and several of the same colours.

 

Approach: We set our sights on the horizon, as we sailed through the brand discovery phase of this project. We don't consider ourselves to be fluent in Norse mythology, so we did some research on what Valhalla meant. What struck us as so cool and so relatable to this brand was that Valhalla was the coming together (or meeting of the minds) of individual soldiers where they could rest, eat and, of course, drink lots of wine. We wanted to embody the idea of this coming-together, adventure, and highly skilled experts, so we took the analogy of a rope throughout the brand. A rope can be a tight cozy family knot - yet at the same time, a single rope can steer an entire sailboat in the right direction. We developed supporting nautical and travel themed marks that would at once match the knot but also be unique enough to stand alone.

Early explorations of submarks.

Early explorations of submarks.

 

Solution: The Valhalla team is huge and has many hands using different brands at different times, so the branding had to be a little bit fail-proof. By equipping the team with a steady (and limited) colour palette, a designated brand font, and a library of approved photography, the brand could be translated through multiple uses with a very small margin for error.