Backed is a new seed fund based in London.

We named the company Backed to reflect their approach, being more peer-like than traditional VC firms. We added a punchy tagline, simply, 100%, to leave no doubt about their commitment.

The name also lends itself well to different messages, whether it’s endorsing a new investment team like HUTCH. BACKED. or in brand comms, AUDACITY. BACKED.

— Brand strategy
— Business naming
— Messaging
— Art direction