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.

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An invite-only alternative investment platform

10 East

Chase has been at the forefront of the evolution of banking beyond traditional financial products, and has steadily expanded its customer relationships to include more holistic planning, and curated culture and commerce. Frog (a leading product design firm) has worked extensively with Chase to push this forward through both experience and technology innovation.

Frog brought Love & War into one of the most central projects — to develop a long-term framework for what a broader consumer experience should deliver. We worked with the Frog and Chase team to help define an internal “brand” for this effort along with a set of experiential filters and input into the implementation roadmap.

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Imagining the future of retail banking

Chase

Sculptor Capital Management is a leading global alternative asset manager that, while well established, had recently gone through a name and management change.

Love & War worked with Sculptor on a brand campaign focused on ensuring broad awareness of the firm’s new name and broadening understanding of its growing range of investment strategies.

In a performance-driven category where it’s difficult to differentiate on brand attributes, we identified a way to stand out, rooted in a unique operating model that can be characterized as systematic opportunism. Captured in the simple slogan — “we’re built for this” — our campaign showcased how Sculptor’s team and model makes it possible to move capital more swiftly to where opportunity lies, using simple thematic messaging and a photojournalistic imagery style akin to that of a newsdesk.

Owning a unique investment model

Sculptor Capital Management

A new startup founded by an experienced team, Ulys is building a “super app” that makes it easy for anyone to take full advantage of the power of crypto.

By removing the complexity and jargon of crypto’s first waves of early adoption, Ulys will allow users to trade all major coins, earn yield and use crypto anywhere they use bank or credit cards — all from one simple, secure and compliant account.

Love & War has been working with the Ulys team to create a brand that supports this friendlier, more grown-up experience and to help drive it through both launch marketing and the product experience development.

How crypto should work

Ulys

Coinbase has long been the leading cryptocurrency exchange in the United States, and through the sector’s recent scandals and volatility has remained one of the most trusted platforms. But its future growth in the US depends on both consumer understanding and product improvement. Love & War was brought in to consult on projects related to both.

We began by exploring opportunities and challenges associated with expansion of the platform into “web3” — including use case prioritization, product experience and Coinbase reputational implications.

In parallel, we provided strategic input into their efforts to advocate for clearer crypto regulation in the US. In particular, by supporting their efforts to mobilize grassroots advocates under the Stand with Crypto banner. These efforts, in part, helped pave the way for recent approvals of Bitcoin and Ethereum ETFs and position Coinbase as a trusted platform for the next wave of consumer adoption.

Making the case for crypto

Coinbase

Paychex, Inc. is one of the world’s leading providers of payroll, HR, employee benefits, and insurance services, supporting over 745,000 clients across the U.S. and Europe. But as the business expanded, so did its complexity, making it harder for potential clients to understand what Paychex offered, and what the brand truly stood for.

Working with Paychex’s executive management team, we helped reframe the brand around a single, powerful idea: simplicity. It was a clear response to what Paychex’s core audience of business owners and HR professionals were really looking for: clarity, ease, and confidence. We developed a new visual identity system, redesigned the website, and created multiple print, out-of-home, and broadcast campaigns. All built to signal a simpler, more intuitive experience at every touchpoint.

Finance & fintech