In the strategy workshop Open had put together for Team8, we identified the essence of the brand: Rethink Venture. The new brand promise is applicable to any domain Team8 chooses to take on in the future.
Open succeeded in creating a brand promise which positions Team8 as a new type of venture capital. The promise fine-tunes the essence of the brand while remaining open to interpretation and ensuring flexibility for Team8 to evolve from the world of cybersecurity in the future to additional diverse domains. Open adjusted the Team8 logo, the infinity symbol, to support the new brand promise. The added versatility to the brand personality was expressed via flexible brand language which linked the super brand – venture capital – to its versatile sub-brands within the Team8 portfolio.