WPA Pinfold

Our work Elevating female founders

Lifted Ventures

Elevating female founders

Our brief was to develop a new brand identity for Lifted Ventures, a UK-founded angel investor company that supports female founders. The founders asked us to create a brand identity where the story of supporting, collaborating and lifting female founders to reach their full potential needed to be intrinsically embedded in the look and feel.
After an in-depth research phase, we discovered that female founders needed to feel supported and guided from their first interaction and became clear that competitors in this space were biased towards the south and didn’t focus on the potential of female founders in the north of England creating a clear opportunity for Lifted to own this space.
We looked at the brand strategy and positioning, as well as the visual assets including the logo, iconography, colour palette, motion and digital experience. This ensured a highly consistent and confident brand that capitalises on the founders' track record in the gender-smart investment space.

Our team also created the brand positioning which centres on the idea of ‘elevating female founders’, making the North the gender-smart investment capital of the UK. This has created a strong platform from which to grow.

Visually, this translated into a distinctive logo which comes to life in motion. The ‘f’ representing females is elevated to a raised position, much like those that benefit from the Lifted experience.

Lifted’s brand identity is now distinctive in its market and since its launch, has gone from strength to strength. The founders have subsequently launched Lifted Projects, a new collaboration with Lloyds Bank which will create a powerful ecosystem of advice and support for women at all stages of their entrepreneurial journey.

WPA Pinfold used insights and market analysis to create a brand which had stand out and resonance. When we saw the 'f' in Lifted rise in the brand animation which they created the hairs on the back of necks stood up, it was a magical moment. The brand work has been transformational, giving us the confidence and platform from which to grow a sustainable business.
Lifted Ventures