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Impact Capital Group
Project type
New Brand
Sector
Investment, Real Estate, Manufacturing, Finance
One vision. Seven brands. An entire ecosystem to build.
Impact Capital Group was building an ecosystem of businesses across property, finance, sustainable construction and flexible workspace. The commercial vision was ambitious. The brand infrastructure needed to match it.
This wasn’t about creating one identity. It was about building a system.
A group brand architecture was created from the ground up, with seven distinct brands each given their own positioning, personality and identity, while remaining connected to one clear group vision. Some were businesses in their infancy, requiring the brand and commercial proposition to be built alongside one another.
Just as much attention went inwards.
Internal branding, workshops and leadership communications brought the strategy into the organisation, giving teams a shared understanding of what they were building, what each brand stood for and how it should show up in practice.
The result was a brand ecosystem designed to work on both sides: creating distinction in the market and alignment within the business.
Seven brands on the outside. One clear direction on the inside.
