Flora Fund

Visual Identity, Copy, Launch Event + PR, Name

Overview

When I met Katrina Glogowski, she had a small investment group that was meeting regulary but somewhat informal. The name was Greenflower Group. She had no branding, logo, website, or organizational material, yet a strong group of investors who were turning to her to guide their syndicate of investors and help them make wise choices.

Process

I had already attended a meeting of her group when Katrina had asked me to present, but I choose to attend another few meetings as a fly on the wall just to understand the space and dynamics of her group.

What I saw was a variety of different types of investors from various industries and backgrounds, all looking for someone they could trust to “do their homework for them.” They wanted a leader to help with the heavy lifting of finding suitable candidates, and help performing due diligence for their deals.

1. Find the right name.

Because the name she had chosen was generic and already in use, the name “Greenflower” had several things going against it. Although the other company using the name was a media group, it still created confusion. Because of her groups interest in nutraceuticals and agriculture, we needed a name that expressed the area of interest, but also had some emotional impact.

After mapping the personas of her target investors and target companies she wanted to attract as investment opportunities, we settled on the name “Flora Fund.” On factor in choosing this name was the availabiltiy of the domain, Flora.Fund.

We also needed a name for the event she was using to hold her launch / pitch competition. I settled on ICBX which is short for Intercontinental Business Exchange.

2. Create Visual Identity

Time was of the essence and we needed to quickly get cards, flyers and a web presence in time for her event. I choose the metaphor of a great investment being like finding a diamond in the rough, and hired a talented illustrator, Heather Elder, to create this design:

3. Press Release to announce Launch

I wrote a press release that was successfully picked up by Business Insider. I worked with her to make sure the copy accurately reflected her investment strategy. You can read the whole thing here And here’s the event flyer:

Reflections

On a very short deadline, this project came together!

– event sold out

– everyone thought it was bigger than it was

– flora fund was acquired and is now part of a bigger entity