CASE STUDY
Building an Investment-Grade Brand from the Ground Up
Grey street capital
INTRODUCTION
A Brand Worth Buying
When Jay Page and Jeff Friedstein set out to launch Grey Street Capital in 2017, they had something most new firms don't: a clear vision for how they wanted to show up. The Chicago-based private equity and investment firm, headquartered at 150 North Riverside Plaza in the heart of the city's financial district, would go on to manage direct capital investments alongside a venture arm, Grey Street Ventures, focused on growth-stage opportunities. But before any of that could happen, they needed a brand. Not just a logo—a complete, investor-grade identity system built from scratch. They came to Mix Creative Group before the firm ever had a name, and we remained their creative partner for seven years.
The result? A brand that helped position Grey Street Capital (and its $2.2 billion in client assets) for a successful acquisition by CapRock in 2024.
THE PROBLEM
Establishing Credibility Before Day One
Grey Street Capital came to us as a brand-new company; no logo, no website, no collateral, no visual identity of any kind. In private equity and investment, first impressions carry enormous weight. Prospective investors and partners quickly size up a firm, and the professionalism of your brand signals whether you belong at the table. Jay and Jeff needed everything, and they needed it done right before the firm opened its doors.
The challenges we tackled included:
No name, no brand identity: The firm didn't even have a name yet. There was no visual language to speak of. No logo, no brand guide, no color palette, no typography system, and no brand messaging.
No professional collateral: The firm needed the full suite of materials, including presentation books, letterhead, business cards, notecards, and stationery—all of which signal credibility.
No digital presence: Without a website, prospective investors, partners, and acquirers had nowhere to find and vet the firm online.
A ventures arm that would need its own identity: As Grey Street prepared to launch its Ventures entity, it needed a complementary brand that was distinct, but clearly part of the same family.
No visual storytelling assets: Without professional photography or video, the firm had no way to tell its story across presentations, digital channels, or media.
OUR STRATEGY
Built to Compete in Premium Markets
Our approach was straightforward: build a brand that could hold its own in the most competitive rooms in Chicago's financial sector. That meant thinking beyond aesthetics and approaching every touchpoint, from a business card to a website, as an opportunity to shape how a brand-new firm would be perceived from day one. We set out to:
Start With the Name
Before there was a logo or a website, there was a name. We walked Jay and Jeff through the naming process, helping them settle on Grey Street Capital as the foundation for everything else.
Create a Premium Brand Identity from Scratch
We developed a polished visual and verbal identity for Grey Street Capital that communicated sophistication, trust, and authority—the kind of brand that earns a second look from serious investors.
Extend that brand to Grey Street Ventures
When the firm launched its venture arm, we created a complementary identity that maintained family consistency while giving Ventures its own distinct presence.
Build Out Every Client Touchpoint
From business cards and letterhead to presentation books and notecards, we made sure every physical interaction with the Grey Street brand reinforced its premium positioning.
Establish a Credible Digital Home, then Refresh It
We designed and built a professional website at launch, then returned to execute a full web refresh as the firm grew and its needs evolved.
Produce a Professional Video Series
We produced a full suite of brand films covering the firm's story, values, promise, approach, and client relationships. Paired with a brand photography shoot, these assets gave Grey Street a complete visual identity to deploy across its website, presentations, and investor materials.
Stay the Course as a Long-Term Partner
Over seven years, we continued supporting Grey Street with ads, promotional items, updated collateral, and refreshed presentation materials as the firm matured.
Our Tactics
Naming
Logo Design
Brand Identity (Grey Street Capital)
Brand Identity (Grey Street Ventures)
Brand Guidelines
Business Cards + Stationery Suite
Presentation Book + Pitch Deck
Website Design + Buildout
Brand Photography
Brand Video Series (Brand, Our Values, Our Promise, How We Deliver, Meaningful Connections)
PR Support
Promo Items (Hats, Jackets)
Website Refresh
EXECUTION
Creating a Brand to Reflect Business Value
Brand Identity + Collateral
We started at the very beginning, because that's exactly where Grey Street was. Before the firm had a name, a client, or a single investment, we walked Jay and Jeff through the naming process, helping them settle on Grey Street Capital as the foundation for everything else. From there, we built a complete brand identity from the ground up. That meant developing a brand guide that defined it all: logo usage, color palette (a sophisticated navy anchored for both print and digital), typography, messaging, and application standards.
From there, we translated that brand into a full suite of professional collateral: business cards, letterhead, envelopes, personalized notecards, and a presentation book—everything a firm of Grey Street's ambition needed to command any boardroom.
When Grey Street launched its Ventures arm, we moved quickly to create a complementary identity, including a new logo, branded stationery, letterhead, and envelopes that maintained the Capital brand's family look and feel while giving Ventures its own presence for investor outreach.
Website Design + Build: Two Phases
We've built two websites for Grey Street. The first was launched alongside the firm in 2017, giving Grey Street a professional digital home from day one. As the firm grew and its positioning evolved, we returned to execute a full web refresh, updating the site to reflect Grey Street's maturity, portfolio depth, and expanded leadership. Both served the same purpose: a credible, polished hub where investors, partners, and potential acquirers could engage with the Grey Street brand on their own terms.
Brand Photography + Video Series
Before the firm launched, we conducted a brand photo shoot that included both professional headshots and candid photos for the website. As the firm grew, we expanded our engagement to include a second brand photography shoot and a full suite of brand films. Rather than a single video, we produced five: a flagship brand video and four thematic films that cover the firm's values, promise, approach to delivery, and commitment to meaningful client relationships. Together with the photography, these assets gave Grey Street a complete visual narrative to deploy across their website, presentations, investor materials, and PR outreach.
PR + Ongoing Brand Support
Throughout our seven-year partnership, Mix Creative Group served as Grey Street's full-service brand partner. We supported PR efforts, refreshed presentation decks, and branded promotional items that reinforced the Grey Street brand internally and with key partners.
THE RESULT
A Brand That Helped Close the Deal
In March 2024, Grey Street Capital and its $2.2 billion in client assets were acquired by CapRock in the multi-family office RIA's first-ever acquisition. That outcome doesn't happen without a brand that commands respect.
From the very first logo to the final presentation deck, Mix Creative Group built Grey Street's identity from the ground up. Then, we evolved it, protected it, and applied it consistently across seven years of growth. By the time the firm went to market, its brand communicated exactly what serious acquirers look for: a polished, professional organization operating at the highest level.
A strong brand doesn't just get you in the room. It shapes how you're valued once you're there. We're proud to have been the creative partner behind a brand that helped make that outcome possible.
CLIENT FEEDBACK
“My competitors have brand envy. Mix provided the exact message we were attempting to communicate to our clients. They drove the process and were very thoughtful about gathering information and incorporating our views into a cohesive message. From the design of our logo to their exceptional writing skills to the stock paper used for business cards, everything was first-rate. Their work gives instant credibility to our firm. I highly recommend Mix Creative Group. They have been an excellent partner to Grey Street Capital.”