A group of experienced CEOs and COOs had a bold vision for a new kind of investing firm that bucked industry norms, putting founders first in the often heartless world of raising capital. As experts joining forces to create a frame-breaking company, they knew they needed a bold, differentiating brand that was unlike the status quo in a crowded category.

We developed the Rallyday Partners brand to bring personal interest into private equity—going beyond facts, figures, and dollar signs to create a customer-centric strategy that fosters connection through loyalty and trust. Built on a set of defining principles and a unique model, we created a brand strategy, standout design system, market-ready assets, website, and the name “Rallyday”— to connote a time when financial markets see tremendous growth and make it a daily outcome.

Cold and cut-throat are no longer the operational gold standards of high-impact finance. By disrupting traditional private equity practices to put people—and human development—first, the launched brand fueled efforts that exceeded expectations, raising $153 million debt fund despite particularly difficult conditions for first-time fund managers.