Actis was a new organisation emanating from CDC, the overseas development arm of DFID. The aim was to create a standalone venture capital firm aimed specifically at businesses in developing countries.
We worked with the teams in both the London head office and out in the field, conducting interviews and running workshops to develop a full understanding of the nature of the business and its future potential. We talked to a range of different people both from within the company and from those companies benefitting from investment.
On the foundation of this research we developed the corporate brand positioning, which we then used to create the name and accompanying identity as well as a range of internal and external communications tools. We developed the launch for the brand and the marketing plan for the first 18 months.