Unbundled Capital (Case Study)

A visual identity system for a permanent capital firm with deep insight into scaling successful software companies.

Unbundled Capital was founded by experienced entrepreneurs, operators, and investors who know how to build exceptional software companies. In close collaboration with Unbundled Capital’s team, I developed a vibrant visual identity system that reflects their character—lively and dynamic, trustworthy and approachable.

Typography plays a key role in Unbundled Capital’s visual system. Following extensive design research, a beautifully crafted serif typeface was selected to infuse character into their marketing and presentation materials.

The Unbundled Capital colour palette combines warm neutrals with vibrant blue, green, and gold, striking a balance between professionalism and a modern, energetic expression.

The digital brand guide provides an overview of the visual identity guidelines, so that the the Unbundled Capital brand can be preserved in future applications.

A comprehensive PowerPoint template weaves together the colour palette, typography, and visual language into a cohesive system that turns complex information into clear, compelling narratives—striking a balance between variety and structure, dynamism and professionalism.

Striking a balance between a modern, timeless, and professional visual tone was a central consideration throughout the creative process.

Designed to complement the existing Unbundled Capital logo, the visual system was developed to clearly communicate the firm’s deep and diverse expertise, while capturing its distinct personality — professional yet approachable, structured yet vibrant. Every element, from typography to colour to composition, was crafted to express their purpose, energy, and dynamic vision.

The website design informs and inspires, showcasing Unbundled Capital’s services and expertise whilst fostering engagement with potential partners and stakeholders.

The iconography draws from carefully selected stock illustrations, refined to align with Unbundled Capital’s visual system. The result is a cohesive visual language that feels both consistent and uniquely tailored.