Until October 2015, Invest Europe was called EVCA (European Private Equity and Venture Capital Association). It represents the interests of the industry in Brussels. EVCA wanted to stand out, but, with diverse views on whether change was necessary, a strong business case was required. Friend developed and designed the Invest Europe brand migration plan, new brand identity and wide-ranging collateral.
In line with the industry’s impact financially, economically and socially,
EVCA wanted to elevate its degree of engagement with the EU. Our team interviewed a range of key stakeholders including MEPs, members of the European Commission, policy advisors, the media and EVCA members. A key outtake was that EVCA was lost in a sea of acronyms, and many stakeholders spontaneously suggested a change of name.
EVCA’s name had existed for over 30 years, based on its origins as the association representing venture capital. Though
it had an established reputation, there was concern that it was confusing and failed to represent the whole of the industry.
The process involved undertaking stakeholder research and advising Board-level members of the industry from across Europe. Following the research and a number of workshops, a new name was identified and tested and a range of logos explored before the final logo was chosen.
A new brand look and feel was developed, establishing a photographic and illustrative style and showing how the new identity would be used across a range of different applications.
The new identity was designed to flex across applications and sub‑brands such
as the Invest Europe industry training programme.
A set of simple, clear and easy to use brand guidelines were developed so that the new system could be implemented both internally and by third parties.