Founded in 1984, Bain Capital is a global leader in private investment. They first approached us in 2016 to elevate their brand, and since then, much has changed: the competitive landscape has become more uniform, Bain Capital has grown into a multi-strategy platform with 12 businesses, and the firm now reaches a broader audience across more channels. Our task was to build on Bain Capital’s strong brand foundations, emphasizing what makes them unique—reinforcing the core value of partnerships. We refreshed the logo to reflect a vibrant, dynamic visual system that underscores flexibility and growth. The new system energizes the brand with an expanded color palette, adding depth and warmth. Typography reinforces brand character, while flexible patterns and graphics bring dimension and versatility. Purposeful motion captures the firm’s action-oriented, hands-on approach. Role: Design Lead / Lippincott