Tank Stream Ventures is a $20m technology VC firm that invests in strong teams building scalable and defensible businesses leveraged by technology. They support founders with an ambitious vision to disrupt industries and improve people’s lives. As part of their new investment philosophy, we teamed up with them to develop a fresh new brand.
One of Tank Stream Ventures' partners is also the founder of one of Australia’s first and largest co-working spaces — Tank Stream Labs. They house over 100 startups in two locations, one of which is in the same building as TSV.
Rui, partner at Tank Stream Ventures and former Renault F1 Engineer (how awesome is that?!) reached out to us with the idea of a VC firm that invests in core human needs: how we work, move, live and transact. At the time, the brand hadn’t changed in 5 years and there was no consistency across their styleguide. A VC firm trying to save the world with awesome branding… what’s not to love?
Tank Stream Ventures' new thematic outlook focuses on investing in core, global issues in humanity that can be fixed or augmented with technology. From a brand perspective, the goal was to frame the firm as founder-centric for startups that are trying to solve big problems... critical issues that people really identify with. Startups that realise technology is a means to a solution. Painkillers, not vitamins.
To get there, TSV would need a new brand that reflected that they are authentic and connected to the startup community, but also a trustworthy venture firm. That means confidence on both sides of the market: entrepreneurs and limited partners. TSV needs to reflect that they're more like founders than corporate investors. Approachable, but to LPs... still the real deal. Maybe they'll even get excited becoming an active part in changing the world!
Even startups that might be hugely profitable can be the wrong fit for us. We abstract our investments from the tech behind it. We invest in problems and teams, not technology.
The sidewheel paddlesteamer is an iconic ship design, powered by a steam engine that drives paddle wheels to propel the craft through the water. We used this symbol for the new logo as it merges one of the four pillars of TSV (“how we move”) with the recurring motif of water and streams. The use of a paddle wheel was first conceived in the western world by Vitruvius, who’s writings inspired Leonardo Da Vinci’s “Vitruvian Man”. The logomark is designed to be simple, strong and memorable, aimed at allowing TSV to stand out in a busy ecosystem of venture firms and investors. The mark’s use of curves, colours and line style give it an illustrative feel — creating a beautiful and remarkably non-traditional symbol.
The new TSV website is a single page aimed at cut-through communication to founders trying to solve critical problems that people identify with, connecting with these founders on a personal level and letting them know that TSV is here to back them.
With this new brand in place, the team can now focus on backing Australian startups that make a difference. Problems worth solving, which means these startups can grow and end up employing more people to create a thriving community, supporting the economy in an almost philanthropic way.
Jellypepper did such an amazing job on our project. It was a pleasure working with such as professional and efficient team to figure out what we were after... and creating a visual direction for the new logo and brand.