A venture capital firm focused on investing in sustainable building technologies.
About the Client
Greensoil’s first fund invested in food and agricultural technologies (agritech), and their second fund invested in building technologies (proptech).
Their previous logo was heavily tied to the agritech focus of their first fund and lacked versatility. Prior to raising a third fund, they wanted a new logo and redefined brand identity that would clearly signal their singular focus on proptech, but would still be applicable to the two still-active initial funds.
Before
After
Logo Genesis
The new logo is built with basic shapes and clean lines, combining a simple geometric leaf and a concrete, three-dimensional cube to create a streamlined “green building” icon.
Brand Colours
Greensoil’s primary colours are professional navy and white, complimented by bold green accents.
The new brand identity also includes a full suite of bright, high-contrast colours fully integrated into a Microsoft Office theme for easy data visualization for reports and presentations.
Brand Patterns
The new visual identity includes multiple branded patterns based on the geometric form of the logo.
A key element is the “stroke” shape derived from one section of the new logo. It is scaled proportionally and used in a variety of applications across branded materials.
Presentation Deck
A major component of the visual identity overhaul was building the fundraising pitch deck for Greensoil’s new proptech fund.
I designed a complete set of fully animated custom presentation slides for use in pitches to investors and effortlessly adaptable for use in other contexts.
I also developed a comprehensive slide deck template and a suite of other document templates (eg. letterhead and reports) fully integrated with Microsoft Office styles.
