Tailoring a brand's design & reimagining the website
The task at hand for us was to help Iron Pillar Fund, right - position, re-imagine and design their brand and website, the latter being their pulpit. The idea was to seek a path that did justice to what they do really well and who they are.
It started with a few casual conversations on method. We believe instinct, if followed through wrongly could have counter-productive consequences. The need for a deliberate but iterative approach to brand design found favour with a fund that understands progression well. And being a house of multiple disciplines possessing a collective wisdom of 188 years we believe, made the case stronger for NYUCT Design Labs.
Method to design
The task at hand had several interlinked components and building blocks to it. A brand design made with solid foundations makes for a longer life cycle.
The strategic arenas, drivers of differentiation and relevance, the brand platform, positioning, design & content, staging and development of the website & associated technology.
#2 Clarifying the white space
Iron Pillar Fund had clearly outlined their space of operational excellence having been established to address the need for funds and support during the growth phase of ventures. Further research on peers and insights into the venture space helped us articulate the promise that Iron Pillar Fund embodies in an industry that often spoke in similitude, got wound up in alphabets and mystified entrepreneurs.
Insights were also shared where the recommended strategy of NYUCT Design Labs joined rank with independent research undertaken amongst CEOs, Limited partners and founders.
#3 Establishing the north pole
Going back to lessons in history and chemistry helped in this brand journey. Inspired by the element Fe & a tall rustless pillar of promise in Delhi, the idea was to go back to the values of both to establish the design focus. Given that the fund sees the end to end value chain of investing, exits, and business building, here design needed to reflect the core business proposition.
We travelled back 1600 years to draw some answers.
#4 Positioning and relevant differentiation
Iron Pillar Fund clearly addressed the solid, middle core in the venture fund ecosystem that offers stability and scale to mid career ventures in their growing phase. The more we heard, and researched, the more convinced we were that this was a fund that was daring to beat the normal and genuinely believed in the return of the golden age of India by partnering bold innovative ventures. These ventures are the iron warriors for the promised Golden moment.
#5 Brand design & visual idioms
The bridge between the talismanic Iron Pillar erected in the first Golden age and the promise of a return of the Golden age powered by a progressive India, its innovations and ventures in the times to come governed the idioms. Progressive India has been a constant inspiration. A vision for India, a mission for the world.
Design and idioms took inspiration from both the talismanic pillar and the solid unruffled element Iron.
Bold yet understated
The brand's design reflects the bold, progressive yet understated qualities of the fund which has been quietly reinventing the growth space in the venture value chain.
Promises truly need to stand tall and rustless. Much like the Iron Pillar, one of the world’s most intriguing structures. Dating back to India’s golden age, 4th century A.D., the pillar betrays no sign of either rust or damage and confounds scientists and metallurgists even today.
The brand is inspired by India's trysts with innovations and progressive thinkers right from a classical age till today where models like the green revolution, Aadhaar and Amul continue to hold sway. The Iron Pillar Fund, is an India focused fund rallied around a vision of a return of the Golden Age driven by innovation ventures.
Always trust led
The hectic world of venture finance, whether raising funds from LPs or seeking exceptional entrepreneurs is always, first about people. Faith begets capital.
Iron Pillar Fund as a brand lays great emphasis on the need to demonstrate transparency and impact at every stage. That the team believes is a constant and consistent moral compass.