Grove Identity

Grove Capital was closing their second fund and found themselves competing for access to the best founders. Their existing brand looked like every other early-stage firm — navy, sans-serif, stock photography of cityscapes.

The new identity leaned into the firm's actual personality: considered, unconventional, and deeply founder-focused. We built a mark that referenced growth without being literal about it — geometric, expandable, and distinctive at small sizes.

The color system moved away from financial blues toward a warmer palette that felt more like a design firm than a bank. Every touchpoint was redesigned to signal that Grove understood what founders actually care about.