aeonea
Mutual-sums in a zero-sum industry
A newcomer hedge fund, aeonea sought to define its brand identity, positioning and visual identity to communicate its principles of patience, generosity and collaboration. Over a half year, we worked with the aeonea founding team to develop its core brand elements, brand vision and visual identity, resulting in a brand that stood out amongst competition and clearly demonstrated its unique and modern approach to an otherwise conservative and static brand space.
Through our discovery sessions with the aeonea team, we uncovered a vision grounded in thoughtful decision-making and a desire to create positive impact—both within their team and beyond.
aeonea aspires to redefine what a risk–reward fund can be: measured, purposeful, and human. This spirit inspired a light, minimal, and timeless visual identity, one that reflects both their disciplined approach and their quietly confident outlook.
In developing aeonea’s visual identity, our goal was to create a system that embodies the brand’s vision, values, and strategic priorities—crystallising its culture through design. Each element was defined to illustrate how the brand operates as a cohesive whole. At the core of this system sits the primary wordmark, a distinctive symbol of aeonea’s essence. The custom letterforms, including the signature “ae” ligature, were meticulously crafted to achieve harmony, balance, and a sense of quiet confidence. Attention to proportion, spacing, and flow ensures the mark feels both precise and enduring.
“Our name, 'aeonea' is rooted in the concept of time - stable, consistent, and lasting. Being thoughtful investors, prudent risk managers and good stewards of capital will always be central to everything we set out to do.”
The core palette comprises seven natural, calming tones that convey trust and refinement. Diverging from the typical hues found in the finance sector, it maintains a measured balance—avoiding extremes that might suggest “fast finance” energy or overly disruptive fintech aesthetics. The result is a colour system that feels grounded, contemporary, and enduring.
aeonea’s graphic language introduces depth and versatility to the visual identity, adding texture and character to every expression of the brand. Through consistent application, it creates a cohesive yet dynamic system that reflects aeonea’s thoughtful and engaging personality.
