Our Team is Your Team
Spotlight on our work with Resurgens Technology Partners
“We had a lot to learn about branding and marketing as a relatively new firm. Deciding to partner with MiddleM Creative was the right decision given their expertise in private equity. Their understanding of how marketing sets the stage for efficient deal flow set us on the right trajectory for putting our capital to work,” said Fred Sturgis, Co-Founder and Managing Director of Resurgens Technology Partners.
Founded in 2016, Resurgens Technology Partners is a private equity firm focused on partnering with software and technology-enabled businesses. Leading with their values of integrity, humility and transparency, the Resurgens team is building a concentrated portfolio—one strategic investment at a time.
When first meeting with the team, it was clear Resurgens had a group of extremely talented, genuine private equity professionals. With the closing of their first $200 million fund, investing in the right brand platform was essential to their strategy.
We started by looking behind the curtain by performing fundamental research on the Resurgens brand to best articulate and understand what truly set them apart.
Understanding Resurgens’ Key Differentiators // Brand 360° Research
The first phase of the project involved completion of an in-depth Brand 360°analysis, which included over a dozen one-on-one interviews, multiple team brainstorming sessions and independent research. We launched this project with a goal of understanding how the Resurgens brand is perceived in the middle market and how the brand could best express the firm’s strengths and key differentiators.
This project culminated in an in-depth analysis of how their key relationships—in particular with intermediaries—understood Resurgens’ investment criteria (was it on target?), how they are perceived to act through an acquisition process (flexibility, innovation, EQ), how they are compared to other firms in the middle market, and more.
Identifying how Resurgens is being perceived in the market gave us not only the fundamentals of building their brand, but also provided the team with a better awareness of their perceived strengths and the ability to identify areas of miscommunication for improved deal flow.
“The most important part is that I would characterize them as good people. A lot of firms let egos get the best of them, but they are just good, salt-of-the-earth-type people, which is really rare in the industry.”
Bringing the Brand to Life // Brand Identity and Website Refresh
Armed with the research—and knowing that their investment focus is on enterprise software and SaaS—we got to work. We developed three very different approaches to their brand visualizations, giving the team a multitude of options including key brand messaging, logo, color palette and fonts, which resulted in the transformation of the firm’s business development materials to achieve the goal of brand consistency both on and offline.
The last phase of the project was the website design and establishment of the firm’s brand voice through the creation of innovative content. The key message, “Our team is your team, one investment at a time” is shown on the homepage of the website. This statement encompasses the firm’s values and mission and reflects their unique investment and leadership approach.
Stronger Business Development // The Results
This project and the resulting collateral transformed Resurgens’ brand identity to better reflect the talent, passion, and expertise that is core to the firm’s existence. Their website now serves as an accurate digital first impression, and the communication pieces and marketing materials used daily by the Resurgens team will allow stakeholders to connect through various channels for years to come.