CVP
Caledon Venture Partners ("CVP") is a global Venture Capital and Private Equity start up company that "provide Financial and Operational expertise to world beating legal cannabis projects with strong management teams"
My tasks were to create the logo, and an investment prospectus / presentation for new potential partners - containing in-depth financial details and breakdowns of the company vision - as well as create infographics and icons that simplify and explain complex processes and procedures.
Due to my background in sales, my other hat within the company was Business Development, in which I sourced and secured partners and investment opportunities for projects globally.
Logo Development
The segment through the middle takes it’s form and inspiration from the river Caledon in Lesotho, and has been left white to portray smoke/vapour.
The overall shape of the logo and colours strike a strong resemblence to a map - encapsulating the word "Venture".
The colours align the brand with trust and dependability [the blue] and the organic nature of the business [...the green *BADUM TSS*].
The ying-yang inspired shapes on either side of the river are symbolic of "Partners" and balance.
Sans serif "Helvetica Neue" typeface displays sharp, bold, clean, masculine, modern edge to offset against the rounded feminine logo shapes.
As children, we quickly learn that sharp corners hurt and that rounded corners are safer.
If a child were to play with a fork, the parents would take the fork away for the fear of the child hurting itself.
This provokes what neuroscience calls an "avoidance response" with sharp edges. Thus, we tend to "avoid sharp edges because in nature, they can present a threat".
Hence removing the sharp edges promotes the notion of Caledon Venture Partners being a safe company to invest in (intrinsically and extrinsically).
Presentation Design
Editorial Design
This investment memorandum, detailing a full breakdown of the company vision/aims, in-depth financial and market analysis, and logistics for projects etc, was created to be presented to potential investors and partners.
The project had a tight deadline in which it was imperative that this 86 slide presentation (and all supporting graphics) were to be created in 5 days - in time for a pivotal pitch to a client. Final deliverables were to be supplied in Microsoft PPTx format. It took a few cups of coffee, but I met the deadline and the clients were pleased with the results.
Teaser document sent out to potential investors giving a brief synopsis of the company, the market, and the aims.
One Pager
Infographic & Icons
The task here was to create a simple infographic, to highlight and explain all of the steps involved in the CBD extraction process. The main problem I encountered here was understanding the key nuggets of the information to communicate, in order to create all supporting icons and
relevant graphics.
