Even Capital

Even Capital’s mission is simple: to close the gender gap in venture-capital investment. Launched in 2022, it is the only female-founded, female-funded, and female-focused early-stage venture capital fund in Aotearoa New Zealand backing women in business to lead, succeed, and even out this imbalance.

Our brief was to bring to life this vibrant and playful initiative, and to stand in stark contrast to the slick, polished, and often-robotic feel of the venture capital industry.

We created a signature that is unabashedly female, conveying equity and opportunity, equality and disruption. We began with bold, fluid ‘equity lines’ to express the brand’s purposeful intent and curious, tenacious personality. These lines—flowing from imbalance to balance—are used both functionally and decoratively throughout the brand.

The colour palette is fresh and distinctly (yet atypically) female, expressing confidence through a lighter, softer, and more inviting lens. Fashion-forward still life photography articulates key narratives to create clarity in an increasingly complex industry that's often full of jargon. It’s equal parts joyful and helpful.

“The team was a pleasure to work with, and their depth of interest and understanding of Even Capital, coupled with their distinctive creative flair, resulted in a brand that we are incredibly proud of. The frequency of compliments we receive about the look and feel of the brand is testament to the calibre of the work.”

Sarah Park, managing partner and co-founder