Grey Garn launched with an experienced founder, a clear thesis and three offices, but no brand. It had to speak to founders, corporate partners and investors on two continents at once, and feel established from the first day, without falling back on the usual finance clichés of navy blue and trading-floor skylines.
We started with what Grey Garn believes in: finding the right people and connecting them. So the mark became a link. It is built from two G’s, one upright and one turned upside down, hooking into each other until the two halves lock together as a single shape. Seen at a glance, it is also a chain link, a quiet nod to the luxury world the firm comes from. We explored four logo routes, from a classic serif wordmark to architectural monograms, before the link proved the clearest expression of what the firm does.
The identity follows the same restraint. A deep ink palette with a single warm gold accent, Montserrat throughout, and imagery of quiet rooms at dusk, where the windows open onto landscapes instead of trading floors. Every element was chosen to feel discreet, international and built to last.
The result is a complete brand system and a website built in Framer, covering venture capital, the venture studio, cross-border growth, case studies, news and the team. Each office has its own place with a live local time, the news section carries the firm’s launch announcement, and the site is ready for search and sharing from day one.
Grey Garn now looks like what it is: a firm that connects capital and markets with conviction. The link mark works as well on a business card as on an app icon, and the brand gives the team a foundation that can grow with every new venture.
The project in numbers:
Logo routes explored
Offices on two continents
Sectors in focus
Complete new website
