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Private Equity

Prospect Partners

A pre-mium opportunity

Founded in 1998, Prospect Partners is a Chicago-based private equity firm that partners with entrepreneurs and family-owned companies in the pre-middle market to build platforms for long-term growth. Prospect speaks, lives and acts entrepreneur, embracing that mindset in each deal where they invest.

Amid a leadership transition with no formal marketing communications effort and an extremely outdated brand, Prospect Partners engaged MonogramGroup to reimagine the story of its next chapter of success.


Prospect Partners

Private Equity

What We Did:

Let's talk entrepreneur

MonogramGroup conducted deep qualitative research by interviewing I-bankers/business brokers, LPs and management teams to ascertain core strengths, differentiators and opportunities for growth. Additionally, we analyzed their competitors’ websites and social media platforms to benchmark Prospect Partners against peer firms.

With these inputs in hand, we established an ownable position and messaging strategy built around the firm’s passion and experience in working with up-and-coming, entrepreneur-led businesses that have the potential for high growth.

Come sail away

MonogramGroup designed the new visual identity system by starting with a symbol that married the firm’s “entrepreneurial IQ” with their propensity to partner with high-potential companies.

The new logo is simple but abstract in its appearance; is it a sail, a handshake, a boomerang, wings, or something else entirely? Regardless of interpretation, what’s not for debate is that it’s a memorable symbol that depicts partnership and collaboration.

From zero to hero

We built a highly customized WordPress website showcasing various web animation features, original and portfolio company photography, an elegant design system and distinctive messaging with a unique voice.

Get my good side

We conducted photoshoots at Prospect’s office in downtown Chicago and one of their portfolio companies, QMI, located in Itasca, Illinois. Having this original photography added another level of authenticity and personality to the narrative.

Dressed for success

Prospect Partners is now equipped with a best-in-class brand and an arsenal of revamped marketing collateral to re-introduce themselves to their markets. They will certainly be turning heads.