Entree Capital
A brand too small for a big reputation
Despite world-class performance and global reach, Entrée’s brand lagged behind its reality. The French-sounding name, dated wordmark, and inconsistent palette felt underdeveloped next to the Sequoias and Indexes of the world. A perception gap, reinforced by a handful of outspoken founders, created noise around founder-friendliness, masking the empathy and rigor at the firm’s core.
Entrée needed a modern identity and website that closed the perception gap and reflected its ambition to be the first call for elite founders building category-defining companies.
A modern identity built on reserved confidence
We refined Entrée’s logo system with primary and secondary lockups, and introduced a disciplined palette led by a deeper Entrée Blue, supported by warm neutrals and an orange accent for moments of energy.
Typography was standardized around Helvetica Neue with custom iconography coming together to build a visual language centered on Entrée’s beliefs and founder-first ethos.
A website designed for founder connection
Transitioning the brand to the web meant creating an immediate sense of clarity, conviction, and founder connection. The experience is intentionally clean and direct, with straightforward navigation, a clear hierarchy, and a structure that removes noise in favor of sharp, purposeful storytelling. Across the site, founder-forward moments from hero imagery, to testimonials, portfolio highlights, and operator-led proof points give visitors an immediate understanding of who Entrée is and the kind of companies they back.
Behind the scenes, the site is built for scale. Modular page templates, flexible layouts, and distinct user journeys for founders and LPs ensure the platform can evolve as the firm grows, whether they open new funds, expand investment areas, or deepen their global footprint.
Entrée Capital partnered with Wunderdogs to modernize a brand that no longer reflected its global ambition or operator-led reputation. We evolved the identity, introducing a confident, founder-first visual system and rebuilding entreecap.com into a clear, insight-driven platform.
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Our initial phase of work focused on evolving the visual identity into a better set of tools to move the brand forward, reflecting its purpose and position within the category. We set out to:
- Elevate Entrée from an outdated visual system to a modern, globally credible brand.
- Balance operator toughness with genuine builder empathy.
- Create a digital presence that communicates conviction, clarity, and momentum.
- Bring consistency across logos, color, typography, icons, and digital standards
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