B to B

Bucking private equity firm industry norms


A group of experienced entrepreneurs and former CEOs/COOs had a bold vision for a new kind of investing firm that bucked industry norms, putting founders first in the often heartless world of raising capital. As experts in their respective fields joining forces to create an entirely new company, they knew they needed a bold, differentiating brand that would resonate authentically with their audience.



Built on a set of defining principles and a unique model, BrandJuice created a customer-centric brand positioning, messaging strategy, visual identity, and brand name for Rallyday Partners. As a result, Rallyday closed their debut investment fund of $153MM in May 2020, slightly above their target of $150MM, despite facing particularly difficult market conditions for first-time fund managers.

In a saturated private equity market, entrepreneurs looking to raise capital often struggle to find investors that match their values and vision. BrandJuice helped an experienced group of former founders develop a brand that reflected their breakthrough investing model, setting them apart in the sea of sameness and establishing credibility with limited partners and entrepreneurs alike. Our holistic strategy and design services took the brand from inception to market launch, complete with a fresh new website and investor deck to hit the ground running as they raised their first fund.

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