Segel Group Limited

Connecting people, resourcing partners, multiplying impact.

Year

2023

Industry

Family Office

Services

Website Design, Visual Identity

"Working with TwoLips, this whole process and experience was amazing! They made it all so easy and fun that a process that initially seemed daunting was turned into something we looked forward to doing."

Matthew Landes, Operations Director

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The Challenge

SGL is a family office that invests in people doing extraordinary things. But that broad, human-centered mission made it incredibly difficult to communicate what they actually do.

After partnering with Copycat Copywriters to nail down their brand narrative, they came to us with a new challenge: create a visual identity and website that could hold the full complexity of their story without diluting it.

How do you design for an organization that doesn't fit neatly into 'venture capital' or 'philanthropic foundation' but exists somewhere in between?

The Solution

We started with a brand refresh that honored their existing identity while expanding it to match their ambition. The visual system needed to do something counterintuitive: make SGL's partners the heroes, not SGL itself. We built a photography-forward approach that spotlights the people and projects they invest in, paired with a refined color palette and typography that strikes the balance between boardroom credibility and genuine warmth.

The website became a storytelling platform -- sophisticated enough for institutional partners, and welcoming enough to reflect the community SGL has built around shared values rather than just capital.

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