MVM Life Sciences
print, brand, digital
Prologue
Spring 2007
An established and vibrant venture capital firm in the technologies and life-sciences sector, MVM needed to shake their old generic identity and commit to something more sophisticated and much bolder.
As a guilty member of the ‘just another DNA or atom logo’ club, the rebrand balances a corporate look with a face more in keeping with the progressive scientific sector they represent, the full set of MVM collateral has a sophisticated and modern feel to it.
Act 1
Establising the brand
Profission created a pseudo-iconic that was used without proportion around the logotype itself – more of a sense of movement than an illustration itself, the iconic was a suggestion of the six degrees of freedom. The logotype borrows its methodology from engravers; the letters have classic, sophisticated forms, spaced comfortably but with an air of austerity.
Act 2
Stationery
Using a very dark green-blue as a base, logo and text are either rendered blue on white, or white on blue, with an omnipresent two-colour pink gradient that lends significance and a touch of the contemporary to the otherwise very conservative brand. The iconic is used as a background element, in very low contrast and in printed material is a Spot UV Varnish against a background.
Act 3
Fund Brochure
Following the stationery rollout Profission were asked to produce a 96-page fund report; adhering to the new brand, of course. The brochure uses very abstracted quasi-medical and scientific illustrations to ground the company in the present, rather than relying on historical or over-played industry metaphors.
Something of a new approach, the brochure was very well received within their sector and gave MVM a launchpad with which to establish themselves against their peers.
Act 4
The website
Built on the Titian content management platform this brochure site introduces the team at MVM and their portfolio of investments with case studies and news of their progress. The site also carries information for investors and entrepreneurs interested in working with MVM.
