Northcote: Keeping private equity simple – WildWest Design
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- brand design
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- digital content
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Image: Barclays ATP World Tour Finals
- brand design
- graphics
- identity
- illustration
- award design
- brand design
- communications
- video
- brand design
- graphics
- signage
- brand design
- communications
- graphics
- identity
- brand design
- communications
- events
- graphics
- illustration
Image: FWA
For Founders, By Founders
For Founders, By Founders
Northcote was founded by three friends with a shared entrepreneurial drive and a vision. This exciting new voice in private equity champions a collaborative, relationship-driven approach.
The team isn’t just comprised of founders who understand the challenges of building a business; they’ve also developed enduring relationships with the founders they’ve worked with previously.
The brand needed to reflect the team’s 30 years of combined expertise in private equity, while emphasising Northcote’s sector-specific focus on software and services. A muted dark blue serves as the primary brand colour, shaping the logo, the website’s backdrop, and text throughout. A secondary palette of soft, natural tones conveys understated elegance, complemented by a tertiary palette of brighter accent colours symbolising forward thinking innovation.
Simple and Focused
Simple and Focused
With a clear vision in mind, the Northcote team approached their website project with precision and passion. As three former colleagues and close friends, they were determined to present a private equity brand that portrays both approachability and experience.
The website is simple and concise, avoiding anything repetitive or superfluous in line with Northcote’s ethos. When entering the website, a scroll-controlled animation creates a cinematic opening. Giving agency and control to the viewer in this way reinforces the notion of collaborative partnerships.
Building Enduring Relationships
Building Enduring Relationships
Northcote sought to convey a sense of relatability to founders. Like many businesses, it all began with a conversation between friends. The initial sparks of inspiration and enthusiasm are reflected throughout their brand communications, incorporating the places where those conversations took place.
Hand-drawn pencil sketches enhance their investor communications, reinforcing the brand’s identity and showing the story behind how Northcote began.
Working Alongside People
Working Alongside People
Northcote was founded on a passion for their industry and a desire to do things differently - an enthusiasm evident in their photography.
The team came together for a photoshoot at a trendy London club, capturing the essence of their brand. With warm lighting, genuine smiles, and a relaxed atmosphere, the resulting images break away from a traditional corporate feel. Instead, they portray the team as approachable and authentic, the kind of people you’d gladly join for a drink at the end of the day.