Golden Section, a venture capital fund with a track record for accelerating successful B2B software companies, found itself facing critical brand perception challenges. Despite its expertise in guiding startup teams and B2B SaaS founders toward growth, Golden Section was losing out to competitors who leaned into emotional messaging and flashy aesthetics. Recognizing the need to realign its brand identity to gain the attention of its target audience, Golden Section sought Circa to bridge the gap between its current brand and the sophisticated image craved by its tech-forward clientele.
Originally inspired by the “golden ratio”, a mathematical ratio occurring in nature, architecture, and design, Golden Section’s brand positioning hinges on the idea that the best growth plans for startups are strategic and iterative, planned one step at a time. Using the same inspiration, the Circa team developed a logo and design suite for Golden Section that used dynamic shapes and geometric patterns as building blocks to emphasize ratio, order, and direction.
After visually imbuing the brand with orderliness and structure, Golden Section’s brand messaging was tweaked to reinforce the new positioning, emphasizing clear results based on strategic partnership and proven methods for SaaS startup growth.
In the end, Golden Section’s realigned brand image and messaging tapped into the expectations of their tech-forward clientele, carving their competitive edge. Golden Section’s new positioning furthers its mission to help companies grow in a disciplined, sustainable, even delightful, way.