Roscap

Giving a capital advisory firm the brand its ambitions always deserved.

My Role: Creative Director, Digital Project Manager

The Brief

Roscap raises bespoke capital for real asset transactions - debt, equity, hybrid for property developers, asset owners, and ultra-high-net-worth clients across the UK and globally. They close deals others cannot.

The brand was not telling that story.

Perceived as a startup and a one-man operation, the firm wanted to be seen as old money - the kind of advisory house you instinctively trust the moment you encounter them. The timing was right: a 50% stake sale and incoming new ownership made a credible, polished identity urgent.

The Starting Point

The existing brand had a green and gold palette that showed genuine promise. The bones were good. The execution had simply not grown into the firm's ambition.

They admired Rothschild and Moelis. Our job was to get them there.

Brand Strategy

I led a full brand strategy exercise with the founder before any design decisions were made - working through audience psychology, perception gaps, and positioning.

The key insight: Roscap's true edge is persistence. An aggressive, deal-closing mentality operating inside a world of discretion and old money. The brand needed to carry both.

Target words: prestigious, exclusive, unyielding.

Visual Identity

Working closely with the team, I creative-directed the full identity system from the ground up.

Logo System

A refined serif wordmark paired with a stylized golden R monogram - built to hold its own on a letterhead, a pitch deck, or a boardroom wall.

Color Palette Pine Green (#043435) and Gold Heritage (#E1C979) were retained from the existing brand and elevated into a structured five-color hierarchy, with defined usage proportions across primary, secondary, and neutral tones.

Typography

Bosko - a high-contrast editorial serif handles display and headings. Switzer, a clean sans-serif, covers body copy and digital use. Together they balance authority with readability.

Brand Pattern

A custom wave pattern derived from the R monogram was developed as an ownable brand texture, used across letterheads, digital materials, and presentation backdrops.

Collaterals

The system was extended across a full suite of print collaterals - business cards, letterhead, envelopes, and notebooks - each piece designed to signal the right thing before anyone reads a word.

Website

With the identity in place, I moved into the digital build - starting with Information Architecture to define the site structure and user journey before a single screen was designed.

UI/UX Design

Working with the team, I oversaw the UI design and ensured the UX was functioning as intended - guiding visitors from awareness to enquiry with clarity and minimal friction.

Webflow Development

The site was built in Webflow, bringing the brand system to life with a rich, polished web experience that matched the premium feel of the identity.

Outcome

The rebrand landed ahead of Roscap's most significant business milestone to date: the announcement of new ownership. Stakeholders were proud to see their vision for a legacy business finally reflected in the brand.

Brand affinity increased. The firm's presence in meetings and pitches carried more weight. And with a stronger identity in market, the team found it easier to open conversations and close the deals that matter.

See the live website here: Roscap