Background
Archean Capital Partners was established as a joint venture between Veritable, L.P. and Moelis Asset Management LP and launched in early 2017.
The firm operates as a private market investment platform backing experienced portfolio managers who are launching independent firms, with a strategic focus on buyout, growth, restructuring and turnaround, and special situations.
Cambrian Capital Partners represents a subsequent iteration of the platform, developed as an affiliated anchor program following Archean’s formation. In 2023, Veritable combined with Pathstone, LLC, further situating Cambrian within a broader multi-family office organization.
Challenge
Define two institutional identities that feel distinct and authoritative, while signaling a shared origin and investment philosophy.
Solution
A historically informed identity framework that establishes lineage without redundancy, giving each platform its own presence.
Results
Enduring brand systems that reinforce investor confidence, support long-term use, and scale alongside platform growth.
Challenge
Define two institutional identities that feel distinct and authoritative, while signaling a shared origin and investment philosophy.
Solution
A historically informed identity framework that establishes lineage without redundancy, giving each platform its own presence.
Results
Enduring brand systems that reinforce investor confidence, support long-term use, and scale alongside platform growth.
The Objective
Define institutional brand foundations for two related platforms
The objective was to establish clear, disciplined brand identities appropriate for private market investing. Each platform required a system that supported long-term use, investor communication, and internal consistency, while remaining distinct within a shared lineage.
Design Solution
Identity development and brand governance
The identity for Archean was informed by the meaning of its name, which refers to the eon of geologic history that relates to the oldest known rocks and the earliest stage of life formation. This aligned with the firm’s focus on supporting experienced investors as they establish new platforms, and guided a visual system designed to feel foundational and enduring. The identity for Cambrian builds on that base; historically, the Cambrian period followed Archean and marked a period of complex evolution, so the identity reflects a later stage of development through subtle shifts in the visual language that suggest growth and evolution while maintaining continuity across both platforms.
Color palette & Typography
Charcoal
Green
Olive
Beige
Orange
Navy
Dark Blue
Light Blue
Tan
Gray
Montserrat Bold
Montserrat Regular
Georgia Italic
Challenges & Accommodations
Establishing distinction while preserving continuity
The primary challenge was creating identities that differentiated Archean and Cambrian without visual overlap, while still acknowledging their relationship within a shared investment framework. Leaning into the historical metaphor helped distinguish each brand, yet keep them relatable.
Outcomes
Brand systems that support communication and recognition
The resulting identities and guidelines provided Archean and Cambrian with distinct, enduring visual foundations that support consistent communication across investor and stakeholder materials. Archean has successfully completed multiple anchor fund closings, including a second fund exceeding $425 million, demonstrating strong market adoption of the platform’s investment model. Cambrian builds on that track record as an affiliated iteration, supported by an identity system suited to institutional use. Together, the brand systems reinforce clarity, recognition, and long-term usability within the private markets environment.
