It makes sense for a startup fund who are still building their performance track record to invest in branding, as a well-presented business instills confidence, and will be more memorable to potential investors.
Situation
Jetha Global is a startup investment fund focusing on early multifaceted investing in the tech sector. To effectively compete and attract interest from sophisticated investors, the fund required a distinct and professional brand identity.
The firm’s investment strategy prioritises leveraging global insights across multiple tech sectors to identify the next set of leaders. To support its launch, Jetha Global engaged Stepworks to develop a brand identity that would communicate its expertise and unique heritage.
Response
The Jetha Global and Stepworks team began by researching the peer group to ascertain a positioning for the brand.
It was agreed to develop a simple effective brand identity with a storytelling angle that would support deeper interest and memorability.
Stepworks proposed several creative directions for the brand’s identity and naming. The chosen concept was inspired by the firm’s forefather, Jetha Lila, who originally sailed west in search of opportunity.
Outcome
The completed brand toolkit provides Jetha Global with a cohesive and sophisticated presence across all primary touchpoints. By uniting the fund's historical narrative with a modern, professional design language, the identity positions the firm as a highly capable and unique player in the Asia tech investment space.
Deliverables included a website, pitch deck and various marketing materials and corporate stationery. Jetha Global set sail well-equipped to build long-term trust with global investors.
Hong Kong
702, LKF29
29 Wyndham Street
Central
+852 3678 8700
Singapore
160 Robinson Road, #14-04
Singapore 068914
+65 6668 7233
