Backed is a new London based venture capital fund. BNT worked with founders Alex Brunicki and Andre de Haes on the brand strategy pre-launch, including company name and key brand messages.

The name ‘Backed’ reflects the peer-led approach of the founders, being investors with sleeves firmly rolled up and a belief that start-up teams deserve more than just capital. The Backed team are firmly on the side of audacity and irreverence. The shortened, punch-like tone of Backed is a nod to this assertiveness.

Backed tagline is simply, ‘100%’.