Brand Strategy and Development
As EQT Foundation evolved from a philanthropic organisation to a grant-giving entity and a globally recognized early-stage investor in science-backed solutions, its brand identity needed to reflect that shift. I led the development of a distinct, modern identity that balanced EQT’s institutional credibility with the Foundation’s bold, scientific, and impact-driven mission.
My work spanned tone of voice, messaging architecture, visual expression, and digital execution, ensuring that EQT Foundation’s identity was clear, confident, and consistent across all touch points. This work extended beyond guidelines: I collaborated with designers and developers to create a new visual identity, including custom illustrations and animations, and developed a new website that reflected the Foundation’s role, work, and voice within the broader EQT brand ecosystem.
I also supported the brand development of The Climate Brick, helping differentiate it with its own visual and narrative identity while ensuring subtle cohesion with the EQT Group's, EQT Venture's and EQT Foundation's style.
My roles
Tone of Voice and Messaging
• Developed EQT Foundation’s tone of voice guide, rooted in clarity, optimism, and scientific precision.
• Defined voice principles and content structures for multiple formats, announcements, investment profiles, social media, and editorial.
• Helped internal and external contributors apply brand voice across EQT ThinQ articles, pitch materials, and comms templates.
Visual Identity and Expression
• Led the creation of a bespoke visual identity system, collaborating with designers to define colors, typography, layout rules, and iconography.
• Commissioned and developed a custom illustration and animation suite, reflecting the Foundation’s science-first yet human approach to impact.
• Ensured consistent cross-platform design language across web, print, presentations, and events.
Website Development
• Worked closely with developers to build a new website for EQT Foundation, aligned with both its new identity and EQT’s broader digital ecosystem.
• Provided input on UX, copy, structure, and visual hierarchy, ensuring storytelling and brand expression translated cleanly to the web.
• Oversaw content migration and brand quality control during the site’s transition phase.
Brand Implementation and Stewardship
• Advised teams on brand integration and alignment during Foundation-wide rollouts and cross-collaborations with EQT.
• Acted as brand quality gatekeeper, reviewing visual and written assets across internal and external channels.
The Climate Brick
• Helped define a separate visual and narrative identity for The Climate Brick as an independent platform under the EQT Ventures/Contrarian Ventures umbrella.
• Guided tone of voice and creative execution to suit its editorial and climate-tech-savvy audience.
