Branding | Website
Avisto Capitol Partners is an equity group with experience in oil & gas accounting that provides custom exit-strategy solutions for small bookkeeping and back-office outsourcing and advisory businesses in this sector. The company’s goal is to assemble a geographically diverse portfolio of back-office solution providers to serve the energy market across the U.S.
Our challenge was to develop the branding, messaging and website to take their mission to market and appeal to business owners with an interest in acquisition.
With few equity firms investing in this space, the partners at Avisto Capital needed the structure and platform to tell their story and engage with acquisition prospects. Through a couple of initial pre-marketing acquisitions, (Eddye Dreyer Financial Services and The Resource Group) the partners realized these owners were not only looking for an exit strategy but also a way for their business to live on, their employees to maintain their positions, and their clients to continue receiving their current services with minimal disruptions. This industry is high-touch, highly relational, and requires a custom approach for each investment deal.
Through a brand architecture modeling exercise, we were able to recommend a brand structure that would help Avisto attract and maintain several individual brand identities, and at the same time create brand cohesion across the related companies.
Avisto’s logo and branding pulls in elements of both the newly created companies and acquired companies. The A is reinforced in a separate graphic mark that also evokes growth, height and scale. The linear, bar graph-like elements from the logo are carried through as additional graphic elements on various materials. To lend cohesion to the acquired companies, a new color scheme with aspects of key acquired brands was applied across all existing brands.
To support the company’s sales initiatives in outreach to future clients and investors, our agency created a classic stationery package for the capital company, anchored by a stable blue footer.
“We weren’t sure how to best approach the creation and management of several new brands alongside ongoing acquisitions. Robot provided the branding expertise and guidance for us to proceed with confidence. The brand and website they developed spoke perfectly to our audience.”
Our website design took the brand and messaging one step further and created an attractive online presence to further support acquisition activities. Images that reflect personable business interactions convey the capital company’s friendly approach, while photos of ancient forests represent the longevity of exiting business owners’ legacies. Messaging highlights the capital company’s differentiators and focus, with detailed partner biographies. The website also provides a platform for an acquisition marketing strategy through ongoing news updates.