When one of the leaders of the European technology and healthcare venture capital scene wanted to rebrand for the future, it turned to the experts here at Mucho.
Growing into a new identity
Since its launch in 2010, Inkef Capital’s journey had helped it understand its values and appreciate the things that made it different. It was ready to outgrow the restrictions of its former identity and emerge as Inkef: a brand with a clear culture, vision and identity.
“We wanted to create a brand we can identify with that also clearly illustrates who we are to potential partners. We generally build long term relationships — but first impressions count,” said Roel Bulthuis, Managing Partner at Inkef.
We saw the opportunity to connect Inkef’s values to its new visual identity as part of the rebranding project, which appealed to the company.
“We found Mucho to have its own style and creative thinking, not copycat or run-of-the-mill, and not benchmarked to others who do the same. Mucho helped us to further self-reflect on the things that are very important to us and our partners,” Bulthuis added.
A consultation process clarified six core values that define the new Inkef.
The Courage of Choice explores the daring decision to take risks by choosing value, committing to it, and consciously shaping the future.
Impatient Patience combines the importance of having a clear vision, a determination to actively realize it, and the understanding that creating meaningful value takes time.
Sharing Knowledge considers how Inkef teams up with entrepreneurs to co-create a haven for disruption and innovation, providing support and guidance, and building confidence.
Groundbreaking Change acknowledges that the thrill of shaping unprecedented change is a mover of the process that drives it: determination, questioning, learning, and iterating.
The Richness of Diversity emphasizes the value of inclusivity, and the strength the company draws from its openness, varied perspectives, and investment in people.
Our Legacy is the Future recognizes that Inkef, through its investments, is planting the seeds for a future where societies and the environment can flourish — a legacy built by making the right choices now.
A brand language that speaks from the heart
By working with Inkef, we identified its belief that to choose value is to choose the value within. This tagline concept of The Value Within is represented in the typography of the new logo by the dot on the ‘i’.
As with the typography, the color palette of Patient Indigo, White Haze, and Digital Pink evokes important Inkef values: seriousness, reliability, warmth, and humanity.
Photography is a powerful positioning tool for contextualizing these values. We helped Inkef use it to support its vision in a way that is unique in the venture capital world. In Inkef’s new brand language, photography is more than images: it is a symbol of life and of Inkef’s support for the future it wants to build.
To align photography with the philosophy and aesthetic expression of the Inkef brand, we partnered with a specialist curator. Ada Sbriccoli is a co-founder of Fuga photography school and an independent curator and researcher in photography and contemporary art. Her academic work informs her visual storytelling.
To shape the way that Inkef presents to the world, we developed a series of custom frames. Frames are how we center our attention and direct our look. In other words, they are how we choose what is important within a picture.
We presented Inkef with examples and guidelines of how the new brand language can be expressed consistently across platforms and media. This creates a harmonious presentation of the Inkef brand that strengthens its identity and impact.
After partnering with us at Mucho, Inkef is positioned for the next stage of its growth journey, ready to choose brave action and unlock The Value Within.