Business services brand strategy
Brand Strategy Case Study

Startup Business Advisory Firm

New York, New York

*just scroll down

The Challenge

A startup investment advisory firm supporting entrepreneurs and inventors whose products and technologies advance goals of global sustainability and conservation.

First we identified the potential barriers to growth and outreach:

  • Many venture capitalists (VCs), one of the business’s key target audiences, advise against hiring a business advisory firm like Lux.
  • Lux is a new player in a heavily saturated marketplace—both domestically and internationally—of established VC firms and business advisory firms each trying to attract the best products and bright minds in clean tech, emerging tech, sustainability, and conservation.
The Strategy

Brand Consulting

We first conducted comprehensive brand strategy sessions to evaluate Lux’s competitors’ brand identities and messaging. This helped refine a stylistic direction as well as serve as a survey of the general marketplace.

Our brand strategy sessions position a client to begin considering the structure of their website content, the tone of all internal and external communications, and the visual identity most apt to attract and appeal to their target audiences.


We challenged the Lux team to think beyond partner bios and service descriptions, from which we built a brand brief outlining the following:

  • Value proposition
  • Key stakeholders
  • Core purpose
  • Vision statement
  • Primary & secondary target audiences
  • Similar organizations
  • Brand attributes
  • Positioning statement
  • Audience attributes

We love what you’ve done! We ALL agree that the brand brief is fabulous! Thanks for being so prompt and professional with everything; we so appreciate it. The Channel Partner brochure is getting rave reviews!

Gary Peterson, Founder & Managing Partner Lux Global Partners: New York, NY

Your work is extremely good, and we all love what you’re doing. Kudos to you and your team! I haven’t seen this kind of action on LinkedIn in a long time. I’m quite impressed.

Gary Peterson, Founder & Managing Partner Lux Global Partners: New York, NY

We then translated this information into a logo design that truly embodies Lux’s Big Idea, which emerged from the brand definition process, that they are: At the intersection of idea and launch.


Following outlining these fundamentals together, we then developed a website to showcase their programs and services. We then performed a full user-flow UX process and build for an extranet portal for their customers and channel partners, with e-commerce capability, project management tools, document manager, and social networking (chat, share, etc.) functionality. It is currently in beta.