Industry
Financial Services
Role
Freelance Designer at Athorn Clark & Partners
Team
John Athorn – Creative Direction, Strategy George Clark – Creative Direction, Strategy Sean Powell – Design
Deliverables
Visual Identity: Logo/Wordmark Color Palette Typography Image Treatment Brand Application Web Design: Sitemap Wireframes Content Strategy UI/Layout
Mistral is a venture capital firm focused on early-stage investments in software, SaaS and internet industries. I partnered with AC&P to help conceptualize a refreshed identity system that would bring clarity and sophistication to the brand’s visual presence. With offices in Ottawa and Toronto, Mistral had a strong portfolio but wanted to showcase their partnerships more effectively and attract prospective startups.
Our redesign gave more prominence to the startup founders within Mistral’s lineup and their ability to leverage visionary ideas. More intentional photo placement, increased emphasis on testimonials and a series of founder video interviews highlighted the firm’s role in the growth of its portfolio companies. The new logo, simplified color palette and graphic elements paired with monochrome blue image treatments pay homage to the name “mistral” which is a cold northwesterly wind that blows through southern France.
