Ignition. Acceleration.
VCs are said to be herd animals, but we’ve never looked at ourselves that way. So with our refresh, our visual goal was to get distinctive. Ideally, you should be able to cover up the logo and know immediately that it’s Inventure.
To get there, we were very lucky to find and work with a fantastic brand agency, Bedow, who took us through their process: Writing is a tool for design. Rather than working backwards from mood boards to pick existing design elements, we plugged ourselves into Bedow’s research process to distill the core of our brand into one phrase.
And from that phase came the initial shapes that drove our logo design and informed the colors, gradient choices, and more. It’s a complete system, grounded in Inventure’s core promise.
We liked that Bedow knew when to set the rules. Rather than giving you a few first drafts to choose a direction from, founder Perniclas Bedow was upfront that they could do that for us, but when an agency does that, they usually have one design they like, and one they don't like. They would prefer to focus on the good one.
As humans, there was a big part of us that wanted someone to give us lots of options. But as investors, we know results come from committing to the best teams, giving the input they need, and trusting their experience. We are not experts in quantum algorithms nor in using AI to create new enzymes, but we've committed the best people in those fields. We took the same mentality to our refresh. There's no other way to carve out something new.
We back the few to advance the many
A brand is more than an updated logo and a few fresh colors. As Inventure has changed, we realized we’re incredibly more selective about Nordic and Baltic founders we back than we were a couple funds ago. The founders we back are in. We believe in them fully, fight for them fiercely, and build lasting trust that goes both ways.
There is a human element to that selectivity, because we know there are select people that truly can bend the world to improve life for the many. Our recent investment into Samphire Neuroscience was top-of-mind when thinking about our personality - Emilė Radytė is a force of nature providing new tools for a conditions that impact millions and millions of women.
Dare to win
The best founders are identical to top athletes in the way they take risks and push to the limit of what's possible. This is the mindset we must bring to work every day, because we know that the best founders want an early-stage investor that mirrors the drive and work ethic that they have.
It's always been part of our culture, but now we put it on paper. We dare to win. We push ourselves to make that extra introduction, do that extra prep for the next board meeting, and do whatever it takes to back exciting founders before it’s obvious.
We must be the people we want to invest in.
A brand is a promise to founders
Over the past years, we’ve focused internally on introspection because we invest in people, not ideas. Whenever we have a coffee or Zoom call, it’s our job to get beyond the pitch to meaningfully understand the core drive and trajectory of the person in front of us. Building a deep relationship is a two-way street - it’s impossible to get there without truly understanding ourselves.
There’s magic in the process of refreshing the brand. This inward journey has become an outward process, and through heavy workshops and meetings we’ve redefined who we are and our thesis for the next 20 years. We’re pushing ourselves into a new era. And as much as we’re pushing ourselves, we ask founders to hold us accountable as the best VC firm in the Nordics and Baltics.
We’re here to fight fiercely for you
