Lunr Capital

Lunr Capital was launching into a specialized but competitive space — providing non-dilutive inventory financing to consumer brands entering retail. As a new entrant, they needed a brand identity that could stand credibly alongside established financial institutions while communicating the entrepreneurial energy their clients expect. With no existing visual identity, everything had to be built from the ground up - a brand platform, identity system, templates, swag and a new website along with a custom partner application.

We started where every strong brand should: strategy. A collaborative brand platform workshop with the Lunr founding team defined their Purpose, Promise, Positioning, and Personality — the DNA of the brand before a single design decision was made. That strategic foundation guided every creative choice. At the center of the identity is an orbit mark rooted in the Möbius strip — a form of infinite continuity with a single surface and single edge, symbolizing Lunr's singular focus on identifying and investing in the most promising consumer brands. The half-twist in the form speaks to constant evolution and transformation, and to Lunr's ability to see potential in companies others may have overlooked. Paired with a bold custom wordmark and a distinctive palette of deep purples, warm tans, and vivid gradients, the system stands apart from every safe blue-and-grey firm in financial services. The new website and custom application sets them apart and maximizes their partner experience.

A true competitive advantage for Lunr. A production-ready brand system — from identity guidelines and team business cards to social media templates, email signatures, and presentation assets. Lunr launched with a cohesive identity that positions them as a credible, ambitious partner for the brands they back along with a new website and custom partner application that truly sets them apart from their competition.