GroundForce Capital
Where investing is a force for good.
PowerPlant Ventures were the OGs of impact investing. Founded in 2015, they were on a mission to be the go-to investor for plant-based consumer food and beverage, early-stage companies. But after almost a decade of investing, over 45 investments and 6 exits, they decided to expand their vision and investing strategy to focus on the trends and technologies they feel will reshape the food industry.
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Solving the climate crisis represents the single largest human effort in history. And Plant Partners believed that this crisis will change the way we live and work forever. That passion is what drives them to do what they do. The challenge was how to leverage their equity and reputation into a new brand positioning, name and identity. SoWhat Brand Design reached out to Insurgents to collaborate on the rebrand.
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Working with David Butler & Stefán Kjartansson of SoWhat Brand Design, we focused on what made PowerPlant authentic: Their deeply ‘grounded” operational experience in managing and scaling companies. And their passion for sustainable investing.
We helped create a clear and differentiated positioning strategy and updated mission. We renamed Power Plant Groundforce to express their significant impact on earthwise investments as well as reinforce their strength in running and scaling companies.
We created their new tag line, positioning and identity system to express their desire to achieve a better future for people and the planet.
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Brand Refresh
Brand Strategy
Brand Name
Brand Visual Identity
Brand Logo
Web Design
The logo combines two elements to form a symbolic and geometric representation of a G and f signifying GroundForce’s commitment to a better planet and people.
Where investing is a force for good:
The tagline captured not only their vision and brand positioning but also what makes them unique—their deep operational experience and hands-on approach to helping their portfolio companies scale.
The visual identity system balances their entrepreneurial drive with a more institutional image reflecting their expansion into larger investment vehicles and later stages of growth.
Employee merch serves as a symbol of GroundForce’s commitment to a new name and identity.
“Branding is awesome and everyone loves the name. Thank you!” Mark Rampolla, Managing Partner, GroundForce
