BRAND POSITIONING, BRAND STRATEGY, VISUAL IDENTITY, MESSAGING, COPYWRITING, WEBSITE DESIGN
BlueTree was on to something: they recognized the disconnect between the talent density in the region and the amount of total capital received by Midwestern companies. But their initial raise of $12.5MM from investors within the existing BlueTree network was not enough to achieve their goal of $50MM, and they needed to shift focus and target audiences outside of their network.
Midwestern companies only receive ~4% of all US venture capital funding. Meanwhile, the Midwest has quietly become a tech hub, containing 33% of all U.S. STEM graduates and 11 cities ranking in the top 25 US entrepreneurship ecosystems. BlueTree approached Spectacle for help reimagining how their brand could be more effectively activated to raise interest and capital for a region that was overlooked but brimming with talent and opportunity.
Working with the BlueTree team and digging into the data, we realized that the Rust Belt has all the key ingredients of a technological revolution; from world-class intellectual assets to vibrant entrepreneurial ecosystems with tenacious founders, making it a wide-open green pasture for tech investments.
But not everyone knows or understands this region. BlueTree's roots in the Rust Belt put them at the forefront of this revolution, drawing from over 20 years of experience as early-stage investors here. They start by focusing on tech entrepreneurs that are more than intelligent inventors — they are true leaders — embodying the mix of grit, optimism, humility, and work ethic that the Rust Belt region is known for.
BlueTree believes that the Rust Belt is poised to lead the 21st century technological renaissance, and they exist to forge the next generation of breakthrough ventures that will return meaningful value to investors and the region. We baked that brand purpose into all materials BlueTree needed to reach new audiences, from a new logo and brand identity, to investor decks, to their new website.
BlueTree launched its new site and materials and is using them to broaden the conversation about the Midwest and its tech potential. The new fund was recently featured in the Pittsburgh Business Journal.