A deep dive: Team’s visual refresh for General Atlantic charts new depths for the investment firm

Known as a pioneer of growth equity, and founded by legendary philanthropist and investor Chuck Feeney, General Atlantic prides itself on over 40 years of investment success – partnering with entrepreneurs and investors seeking long-term value. In those decades, the company’s scope has naturally broadened, encompassing more markets and strategies. Eager for an image update, they approached the Brooklyn-based strategy and design studio Team, inviting them to develop a new identity that feels like a clear evolution, while still honouring its heritage and philanthropic roots. “As an organisation, from top to bottom, they have a really strong sense of culture and history,” explains Head of Strategy Sam Lee, “so we knew we needed to create a brand that felt not like something completely new, but more so a purposeful, fitting next chapter in General Atlantic’s story.” From conducting “several interviews, focus groups, and workshops” and scouring through the archives, Team got a clear sense of both the original language and imagery used in the brand’s early days and how General Atlantic compares today.