Partech's Best Practice: How to Navigate a Brand Refresh as a VC Firm

Imagine walking into a room full of people who think they know who you are, only to find they've completely misjudged you. That's exactly how we felt at Partech in 2021. Despite our extensive global footprint – with investments across Europe, Africa and beyond – we were often pigeonholed as a "traditional, French-focused VC firm". The disconnect was undeniable, and we knew it was time to change the narrative.

Fast-forward to 2023, when we emerged with a bold, revitalized brand identity that doesn’t just look different – it feels different. From swapping our former signature blue for a daring red to unveiling a new narrative that captures the essence of who we are today, this transformation was far from a simple facelift. It was an odyssey of discovery, reinvention, and storytelling.

Here’s how we navigated this journey – and the lessons we learned along the way.

TLDR, to save you from some of the same headaches we had, below is a checklist to guide your brand refresh journey:

• Define your goals upfront.
• Align stakeholders early (but don’t overdo it).
• Build in extra time for final reviews and fresh eyes.
• Budget for hidden costs like photography and design tweaks.
• Test elements before rolling them out.
• Keep internal comms top of mind.

The catalyst: Why we had to evolve

When I joined Partech in 2021, I made it my mission to listen. I spoke to our internal teams, portfolio founders and LPs, and what I heard was both eye-opening and energising. 

While we prided ourselves on being innovative, dynamic and global, the world didn't see us that way. Our identity didn't match our reality.

We wanted a visual identity as dynamic, fresh, and forward-thinking as our approach. Crucially, the refresh also aimed to clearly differentiate our five distinct fund strategies – Seed, Venture, Growth, Africa, and Impact – under one cohesive narrative.

Fortunately, when I proposed a brand refresh, I walked into open doors. The majority of the partners and LPs also saw and felt that we needed to change. The spark for change was there; all it needed was fuel. 

Founded in 1982, Partech had already undergone several evolutions during its history. We decided that 2023 would be the year in which Partech would reinvent itself once again. And so, with the unanimous support of our partners, we set out to reimagine Partech for the next era. 

Takeaway 💡:

In my experience, a brand needs a refresh every seven to ten years to keep pace with market changes, evolving business strategies and changing customer expectations.

Brand refresh versus rebranding – when to choose what?

Choosing between refreshing and rebranding largely depends on the depth of change required.

A brand refresh is typically chosen when a firm's identity needs to evolve rather than be completely overhauled, adapting to changes in strategy, audience or market perception without losing its core identity.

In contrast, rebranding is often necessary for companies that are undergoing significant change, such as a VC changing its investment focus, a firm merging with another, or undergoing a profound change in core values. In these cases, a rebrand can create an entirely new identity to represent the firm's changed purpose and direction, and clearly associate it with a fresh start.

At Partech, we wanted to keep our name and the essence of who we are, but refocus how we're perceived, so we opted for a refresh rather than a rebrand. 

How to choose the right agency?

Choosing an agency to work with on the refresh was a rigorous process. As with any major project, it is vital to get the foundations right. You are probably familiar with the saying: "garbage in, garbage out i.e. what you put in, is what you get out!." And as you can imagine, we were aiming for excellence, not garbage.

We also knew that working on the brand refresh would require close collaboration with the chosen partner over several months. So you better make sure you like working with the people on the other side.

To choose the right agency, we didn't just look at pitches and portfolios, but also at personal fit. The chemistry. We needed a team that understood us, could challenge us and still be fun to work with. At the end of the day, it comes down to people dealing with people.

After considering thirty agencies, reviewing proposals from fifteen and exploring with three, we chose Koto – a global creative agency with experience in both VC branding and consumer-facing projects. Their work with Andreessen Horowitz, which has a similar multi-fund structure, made them an ideal fit. 

Takeaway 💡:

In a high-stakes rebranding project, finding the right partner is crucial. A successful partnership requires a blend of expertise, alignment with the client’s mission, and mutual respect for each other’s creative processes.

Defining responsibilities

The internal decision-making process for Partech's brand refresh was highly structured and involved a well-defined task force to manage the complexity of the project. There's always a risk of getting stuck in loops, especially in a VC firm where everyone has strong opinions, so defining a clear chain of command helped us stay on track from the start.

The "core crew" consisted of myself, (Keji) and three of our General Partners, Omri Benayoun, Reza Malekzadeh and Boris Golden.

This group took the day-to-day decisions and kept the momentum going, while a wider "steering committee" of other partners and principals provided strategic input at each stage of the project.

Finally, the progress of the project was presented to the wider partner group, ensuring that everyone was kept informed without stalling progress. This structured approach not only reduced bottlenecks, but also empowered each team to feel part of the refresh while knowing when and where decisions would be finalised. 

The brand refresh process: Step-by-step

Koto’s approach to Partech’s brand refresh was methodical, following a six-phase process that ensured a strategic and cohesive rollout. After each phase, Koto presented their findings to us for discussion, alignment and feedback before moving on to the next phase. It took about a year to complete the whole process from briefing to launch.

These were the six phases of the brand refresh:

1. Discovery: Koto conducted a brand audit to assess the current brand identity and market perception. This involved primary and secondary research to gain insight and identify improvement areas.
2. Brand strategy: Using the insights from the discovery phase, Koto fine-tuned our strategic positioning and core messaging, focusing on clarity and alignment across the firm's diverse five-fund strategies, while solidifying a unique value proposition.
3. Visual identity: This phase brought the new strategy to life through bold, distinctive designs that moved away from the previous aesthetic and highlighted Partech's unique presence. Goodbye, blue. Hello, vibrant red.  Our new look featured a striking logo and a pilcrow symbol – representing the start and end of a story – rooted in our core belief: Independent in Thought. Allied in Action.
4. Tone of voice: We didn’t just update our visuals; we rewrote the playbook on how we communicate – authentically, boldly, and clearly. Koto defined a consistent, engaging language that would resonate with Partech's diverse audiences, ensuring that the brand voice was as clear and compelling as the visual identity. This included creating a guideline for new taglines and aligning messaging with the firm's values.
5. Web design: With the new brand strategy and visual elements in place, Koto designed a sleek, user-friendly website that embodied the refreshed brand look and feel, while providing an intuitive experience for users. This was done hand in hand with our external web developers (Unomena).
6. Web development: The final phase focused on technical execution, translating the designs into a fully functional website. The result was a seamless digital platform that serves as a powerful touchpoint for founders, LPs and talent, and embodies Partech's bold, dynamic identity.

This structured process allowed Partech's brand refresh to unfold methodically, ensuring that every element was thoughtfully aligned with our vision and mission. 

Preparing the brand launch

To ensure a smooth transition from the old to the refreshed branding, we focused on building excitement and alignment internally months before the launch, including an internal communications campaign that engaged the team at every stage. Monthly updates, sneak peeks and launching polls on design choices helped create a sense of ownership and investment in the process.

The refresh was first presented to Partech's founders at the May 2023 Founders’ Summit, where new branding elements appeared on event materials. Our aim was to make the internal rollout fun and engaging, so that everyone felt part of the journey.

The refreshed brand went live in September 2023, with a redesigned website and new marketing materials that embodied Partech's bold, dynamic identity. The launch included a powerful video, a blog post detailing the evolution of the brand and revamped LinkedIn visuals. And, of course, lots of branded goodies for our team.

Takeaway 💡:

Launching a brand refresh is as much about internal alignment as it is about external perception. Involving internal stakeholders early on and creating a structured communication strategy can help build a sense of ownership and enthusiasm.

Key changes in the new brand identity

At the heart of our new positioning is the belief that real progress in innovation comes from independent thinking and the power of collective action. We call it "Independent in Thought. Allied in Action".

In practice, this means we value diverse perspectives and encourage our team to challenge convention and explore uncharted territory to uncover hidden opportunities. As a team, we're not constrained by hype, trends or set ways of working, relying instead on a combination of entrepreneurial instinct, rigorous analysis and collective experience.

The new Partech brand is fresh, bold, inspired, powerful and daring. The new identity makes us stand out visually in the VC landscape. It also makes it clear that we have a strategy of five independent funds and that we are a globally-minded firm with a focus on Europe and Africa.

Previously, many assumed we only managed seed or growth funds. Now, it’s clear at a glance that Partech is a multi-stage firm with global reach and distinct fund strategies. 

Visually, one of the most striking changes was probably the move from a blue logo and colour scheme to a red one. To develop the new brand idea, Koto took inspiration from French cinema and the act of storytelling. The wordmark was inspired by the typographic title sequences in Jean-Luc Godard's films, and the stylised pilcrow is a symbol that traditionally marks the beginning and end of a story.

The digital experience takes visual cues from title sequences and script formatting, while the homepage feels like a film trailer to express the idea of perspective and focus. The choice of photography gives our site a cinematic look and feel that makes our founders, portfolio, and our team the stars of the show.

Striking a balance between retaining elements of the Partech legacy and introducing a bold new look was complex. The team worked through several design iterations and stakeholder consultations to ensure the new identity felt like a natural evolution rather than a complete departure.

The impact of Partech’s brand refresh

The impact of Partech's brand refresh was immediate and far-reaching, both internally and externally.

Founders loved the boldness, LPs appreciated the polish, and our team rallied behind the new vision with renewed energy and pride.

In addition to greater clarity and a fresh look, the new brand identity also led to a 25% increase in the time spent on the site (and organic website traffic) (and time spent on the site) a year later - an indication of increased market engagement and visibility.

Internally, the new brand identity revitalised team morale and fostered a stronger sense of togetherness. The team loved the design and couldn't wait to get their hands on our newly produced merch, including backpacks and sweatshirts. They also shared the brand refresh on their social media, which made me particularly proud.

Externally, the updated website, vibrant new visual identity and consistent tone of voice made a strong statement and helped Partech stand out in a crowded VC landscape. For the first time, people really understand who we are and what we stand for.

The brand refresh not only enhanced Partech's perception, but also positioned it as a dynamic, forward-thinking player in the global venture capital space.

Lessons learned and tips for other VC firms

For VC firms and other businesses considering a brand refresh, Partech’s experience offers invaluable insights that I’m happy to share:

1. Setting Goals: Before diving into a refresh, make sure you’re crystal clear on your goals. Are you simply updating your visuals i.e. look and feel? Are you focused more on your brand strategy i.e. refining your positioning? Are you aiming to redesign your website i.e. enhance user experience? Whatever the objective(s) may be, the main thing to note is that this will act as your North Star, guiding every decision and keeping your project on track when timelines and opinions start to pile up.
   
2. Stakeholder Alignment: The earlier you involve the right people, the smoother your refresh will be. Gather input from key stakeholders upfront—but keep the group small to avoid decision fatigue. Remember, it’s a refresh, not a redesign by committee!
   
3. Process Overview: Think of your brand refresh as a journey with key milestones: discovery and research, design and iteration, implementation, immediate post-launch and finally, longer-term post-launch. Knowing what to expect at each stage will help you allocate time and resources wisely.
   
4. Feedback Loops: Feedback is a double-edged sword—it’s essential but can also derail your process if not managed well. Create a single point of contact to consolidate input and ensure feedback is actionable, specific, and aligned with the refresh’s goals. Avoid the trap of endless revisions by setting clear deadlines for feedback and acknowledging and accepting that you won’t be able to please all the people, all the time!
   
5. Resource Planning: A brand refresh isn’t just about time nor the main budget for the six phases mapped out above. Know that there will be other additional costs that will be incurred. From hiring photographers for team pics to creating new templates, be sure to build a budget that accounts for these and other unexpected efforts.
   
6. Testing & Iteration: Test your new assets a few weeks before rollout. Whether it’s your new logo, updated messaging, the website layout or cookie placement, pilot these changes with a small group to gather insights and avoid surprises. Iteration isn’t failure; it’s part of the process!
   
7. Internal Comms & Buy-In: Your team should feel just as excited about the refresh as your external audience. Consider dropping teasers and early reveals, share the ‘why’ behind the changes, and provide tools like team bio templates or email signature style guides to make the transition seamless and smooth. Anticipate skepticism, and be ready to explain how the refresh benefits everyone.
   
8. Rollout Strategy: Design an intentional rollout strategy. The big question you’ll face is whether to phase it out or launch it all at once? There’s no one-size-fits-all, but syncing updates across your digital channels, printed materials, and external comms is critical for consistency. Plan your rollout timeline carefully to avoid mismatched branding.
   
9. Managing Expectations: Note that not everyone will love every element of your refresh—and that’s okay. From logos to colours to style of team pics, know that opinions will vary. Accept that you can’t please everyone and focus on the big picture: creating a cohesive brand that reflects your future, not just your past!
   
10. Measuring Success: A refresh is just the beginning. Set KPIs, be it increased web traffic, improved brand sentiment, or better social engagement, to measure success. And ensure you schedule a post-launch review to reflect on what worked, what didn’t, and what you’d tweak for next time.

Summary and outlook

In the increasingly crowded VC landscape, branding has become more important than ever, serving as a powerful tool to differentiate and attract the right audience. It's not just about visibility; a strong brand helps founders self-select, choosing firms that align with their vision and values, while attracting top talent who want to be part of a dynamic, forward-thinking team. In this environment, it's important to do more than just stand out - you need to win hearts and minds by building a brand that resonates deeply and inspires real connection.

While the launch of the new brand identity was an important milestone for us, branding is far more than a one-off event; it's an ongoing process.

A brand isn't built overnight. It's not just a logo. It's every interaction, every piece of content, every event. It is every touchpoint.

Many companies falter by focusing too much on visual elements like the logo and missing the bigger picture. Every touchpoint needs to reinforce who we are and what we stand for. This holistic approach ensures that the brand identity is communicated consistently, creating a strong, cohesive experience for all stakeholders.

Ultimately, a brand refresh is a reflection of growth, evolution and ambition. For Partech, the refreshed brand embodies a personality that is daring and dependable, and this is reinforced across all channels - be it events, content or the firm's thought leadership.