Project Brief · Confidential
Apex Ventures
Rebrand & Digital
Transformation
Rebrand & Digital
Transformation
01.Background & Context
Apex Ventures is a Series B venture capital firm managing $340M AUM across 28 portfolio companies. Founded in 2016, the firm has grown rapidly but its brand identity, digital presence, and marketing materials have not kept pace with its growth or market position.
The current Apex brand was created in-house in 2017 and reflects an early-stage mentality. The website converts at 0.8% (vs. industry benchmark of 2.4% for VC firms), and the firm frequently loses top-tier deal flow to better-branded competitors who are perceived as more credible and established.
02.Problem Statement & Opportunity
Problems to Solve
- Brand looks generic, doesn't reflect $340M AUM credibility
- Website has no SEO presence — not ranking for key terms
- No consistent visual system across pitch decks, emails, LinkedIn
- Founder profiles lack authority — losing deals to brand perception
Opportunities
- VC brand space is largely commoditized — room to stand out
- Strong deal history and returns — story worth telling
- Q3 fundraise planned — new brand drives LP confidence
- Top founders research VCs online before reaching out
03.Project Goals
1
Brand Authority: Deliver a visual identity that positions Apex as a top-tier, credible VC firm matching the quality of its investment portfolio.
P1 · Critical2
Website Conversion: Redesign and rebuild the website to improve inbound deal flow and increase founder inquiry conversion rate from 0.8% to 2.5%+.
P1 · Critical3
LP Fundraise Ready: All materials (deck template, one-pager, website) must be ready for the September 2026 LP fundraise campaign.
P2 · High4
SEO Foundation: Establish organic search presence for key founder and VC industry search terms within 6 months of launch.
P3 · Medium04.Key Stakeholders
SC
Sarah Chen
Managing Partner, Apex
Executive SponsorRM
Ryan Moore
Head of Marketing
Day-to-day LeadJK
Jordan Kim
Studio Nova · Director
Project Lead05.Budget Breakdown
Strategy
$6,000
14%
Brand Identity
$14,000
33%
Web Design + Dev
$18,000
43%
Contingency (10%)
$4,200
Reserve
06.Out of Scope
- Print collateral (business cards, brochures)
- Social media content creation
- Ongoing website maintenance post-launch
- Portfolio company branding
- Video production or motion graphics
- Email marketing setup or campaigns
Sarah Chen
Managing Partner, Apex Ventures
Jordan Kim
Project Lead, Studio Nova
Date Signed
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