10 East

Love & War was hired by Portage Partners, a multi-family office with a long track record of success in private markets, to help develop a brand identity and launch marketing strategy for a new platform that allows high net worth individuals to access their venture capital, private equity and real estate “deal flow.”

It was important to differentiate this from the numerous “democratized alternatives” platforms that have emerged in recent years. Instead, we looked to craft an image that reflects the fact that new investors would not only be benefiting from a top-tier team’s sourcing and vetting strength, but would also be investing alongside the team’s own capital.

We began by developing an invite-only strategy that borrowed a page from high-end membership clubs, and paired that with a name that sounds more like Park Avenue than Silicon Valley: 10 East. Beyond the launch, we worked closely with the team on everything from their web platform and CRM to investor materials and social media presence.