Everfield
What started as a new website led to a whole brand relaunch, strategy, and company-wide goal setting exercise.
Everfield is a European holding company, formed in 2022 by Aquiline Capital Partners. It focuses on acquiring and growing small- to medium-sized, founder-owned vertical software companies across Europe. The company operates in a decentralized manner, allowing acquired companies to maintain their autonomy while benefiting from shared services like financial planning, marketing, and talent acquisition to support growth and long-term success.
Client
Evefield
Segment
Venture Capital
Discipline
Brand Startegy, Creative Direction, Photoshoots Production, Web Design, Graphic Design
HQ
London
Website
everfield.com
The existing branding primarily focused on two colors and the dot motif in the logo. The connotations of the colors were appropriate (trust), but the shades suggested a software house with a trendy and distinctive green. The human aspect, which was so important to Everfield, was barely emphasized. I started with main goals for the new Visual Identity:to highlight the human touch, use color that convey expertise, choose moder, yet classic fonts, and and include a diversify visuals for use across different platforms.
A photoshoot was needed to capture Everfield’s growing team. Stock photos would quickly age and look inauthentic, did not fully capture how important people are to Everfield’s strategy, and would not build the trust needed. Leaders of small but growing companies should feel confident that Everfield is the right partner to sell their businesses to, and that they would get to know our team.
Typography & Colors
I was looking for fonts that were a combination of modern and traditional aesthetics, they couldn’t look old fashioned, but I wanted to include traditional design elements, such as the use of serif fonts for printed books. This connotation with knowledge and wisdom was important for me to communicate.
The brand fonts and colours were updated to represent a calmer, more mature aesthetic. Fonts were chosen from an independent agency because of their uniqueness and dedication to simplicity. Having a serif font for headers was important, as it is a timeless element often used in traditional media and adds weight to the words written for it. A sans serif font was chosen for the majority of content because of its readability on digital screens and flexibility for use in presentations and other media.
Logotype
The logotype has been slightly upgraded, the font has been changed to modern and more versatile and not influenced by trends. The dots have been unified, which strengthens readability and makes the logotype strong and elegant but also modern.
A set of equal-sized circles/dots gives the opportunity
to arrange different shapes and meanings. The logotype acts as a grid for a pictogram. It refers to the individually tailored approach and the human aspect of Everfield's business operations.
A website
A huge component of a brand redesign involves updating a website with new content and visual identity.
Scaling the brand: Internal guidelines for everyone
Having clear guidelines for everyone internally to follow are what will make the Everfield brand scale. These should give people the confidence to create branded documents, presentations, articles and social posts that are on brand, telling the same story, and that people want to hear.
The guidelines will also help us define what activities we pursue, such as conferences to attend, communications channels to use, emails we choose to send, and new ventures we embark on.
