True Ventures Guidelines

Since launching in 2005, True Ventures has been supporting extraordinary entrepreneurs from all walks of life in their quests to create world-changing solutions to important problems.

They approached Ueno late last year, feeling their brand was not representative of the amazing work they do. Every element of the True Ventures brand is based upon the core pillars, beliefs, and values at the heart of the company. These elements shape the mentality that sets True Ventures apart from the rest of the VC space and therefore equally shape the visual representation of the brand.

With the rebrand, we decided to stay true to who they were — honest, intelligent, industry leaders. In fact, we leaned into these characteristics and found that the rebrand was more than just a fresh coat of paint.

At Ueno, we developed a strategy and a visual rebrand, but we also gave them the courage to show up in with a brave new voice, and a down-to-earth humanist approach reflecting the innovative work they do.


Our Role:
Brand Strategy
Brand Identity
Tone of Voice
Art Direction
Web Design


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