Jam today innovation
“We’ve asked countless agencies and designers before, and none of them have been able to get their heads around what we do, let alone create an identity for us.” We love a challenge.
Our first task was to get to grips with what Impeller Ventures did. What is their offer? Who do they work with? What are the outcomes of the work they deliver? These questions provide us with answers and a context which sparks a thought, and we’re off towards a solution. However, as we have found working with many disruptive businesses, none of the answers to these questions were straightforward or conventional.
For several weeks, we had conversations where Jim and Simon would describe how they helped company X of individual Y to create the right conditions to get their idea to market. No two engagements were the same, but we identified one common thread - momentum.
Impeller’s name reflects their approach to venture building. A traditional funnel explores research, prototypes and focus groups multiple ideas with high costs and higher failure rates. Jim and Simon invert the funnel, creating an impeller - or set of conditions - that pulls ideas through, getting an MPV to market quickly and with minimum expenditure. This approach allows the market to decide whether they are viable or not.
With momentum central to our thinking, the simple visual solution arrived shortly afterwards. Angling the double l backwards in the company name was enough to suggest a pulling motion.
Overcoming the identity challenge has led to a close ongoing working relationship with Impeller and their spin-off company Wallswork. Rewarding, challenging, occasionally frustrating and ultimately hugely enjoyable. Long may it continue.
Project deliverables
Identity design, website, communications