Partnership Capital
Droga5, 2025
Partnership Capital is an Australian private equity firm founded by Darren Smorgon and Steven Katz, two highly experienced investors who believe the best outcomes come from true partnership. Focused on founder-led businesses, they provide capital, strategic guidance and operational expertise to help companies grow.
We created an identity built around the idea of mutualism and shared success. At its centre is a logo that cleverly combines the letters P and C to form an ampersand, symbolising alignment, collaboration and opportunity. This idea carries through the wider system via split layouts and balanced compositions that reflect the relationship between founder and investor.
The typographic system further reflects this idea of mutualism, pairing Reckless Standard by Displaay Type with Söhne by Klim, bringing together warmth and personality with clarity and confidence. Deep greens communicate trust and stability, while vibrant lime accents reflect the energy and distinctiveness of Partnership Capital's approach.
To bring the brand to life, we developed a custom illustration style inspired by traditional technical and isometric business graphics. Reimagined through a more approachable and contemporary lens, the illustrations provide a distinctive alternative to photography while helping communicate complex ideas across the brand.
The identity was rolled out across a complete brand ecosystem including the website, corporate communications, presentation templates, social media and printed collateral, creating a cohesive experience at every touchpoint.
Completed while Executive Creative Director at Droga5, alongside Justin Davies, Jacob Mahoney, Gary Corr, Eva Godeny and Melissa Watson. Illustrations by Marina Kozlova.