Fintech rebrand strategy from GrowthDeck to Your VC: a conversation with CEO Freddie Hamilton

When a founder completely rebrands their consumer investment platform, there’s usually a compelling strategic reason. When that founder has spent 2.5 years inside the business before taking the CEO role, the rebrand comes from genuine insight rather than the ‘move fast and break things’ strategy incoming leaders sometimes deploy.

I’ve worked with Freddie Hamilton across different ventures for over seven years. When he approached us this summer about transforming GrowthDeck into Your VC, the brief was immediately exciting. His strategy for the company was clear eyed and people-centric: creating a consumer finance brand that puts investors at the centre of the conversation. It was a design challenge that was at once immediately appealing and admirable.

With the new website live, I recently put some questions to Freddie about the project. Here’s what he had to say about the fintech rebrand strategy behind one of the most comprehensive identity projects we’ve completed this year.

Bold move or natural evolution?

Why did you decide to completely rebrand at this pivotal leadership moment, and how does ‘Your VC’ better capture what you’re building for investors?

Freddie: Our old brand served us well, but it no longer reflected who we are. Your VC tells our story clearly, a more sophisticated, selective, and tax-efficient way to invest. It’s about clarity, ambition and confidence. Yes, it’s a bold move, but bold moves need a bold brand.

What 2.5 years inside the business taught him

As someone who’s lived and breathed the company culture before becoming CEO, what insights shaped this strategic pivot?

Freddie: What struck me most during my time before becoming CEO was the passion that runs through every part of the business, from portfolio founders to our team and most importantly, our investors. That shared energy is unique and I wanted a brand that captured it, something unifying and forward-looking.

At its core, our business is about people coming together to continue the long tradition of UK innovation and back the next generation of UK entrepreneurs. I wanted Your VC to make everyone feel part of something special and I think Richard and his team have achieved that beautifully.

Beyond the logo: capturing what makes Your VC different

What was the creative brief that led to a brand identity that communicates ‘complete investor control’ and transparency in a crowded fintech space?

Freddie: I’d worked with Richard before and always admired his clarity and proactive approach. When we made the decision to rebrand, I knew I wanted to work with him again on this project.

We started from first principles with a very open brief: this is what our company does, this is where we want to go and this is how our audience needs to evolve. Because we were also developing our brand narrative at the same time, Richard’s team worked in parallel with our comms team, meaning the story and the visuals evolved together.

That collaboration created real synergy. Your VC isn’t just a logo and graphics, the identity and the narrative are two sides of the same coin. Richard’s work captured our ambition and has given us enormous confidence as a team. It represents both who we are now and who we want to become.

Delivering under pressure

How did you and our studio collaborate with your dev team to deliver a complete rebrand and new digital presence under such intense time pressure?

Freddie: The timeline was demanding, with several teams involved, but Richard and his studio provided an incredibly hands-on, responsive service. We were able to jump on calls at short notice, share ideas quickly and iterate efficiently, saving valuable time without compromising quality.

What impressed me most was their thoroughness under pressure. Every detail was considered. Richard also introduced us to excellent communications partners who are now having a transformative impact on our business. It was an intense process, but a genuinely rewarding one.

My take

What this means for consumer investment

Freddie’s fintech rebrand strategy, essentially, “this is what our company does, this is where we want to go and this is how our audience needs to evolve” gave us permission to develop something genuinely different in the consumer investment space.

The result is a brand that feels like a trusted household product rather than intimidating financial services. The beautiful Your VC brand feels crafted and thoughtful, creating a ‘collective feeling’ rather than the froideur of the corporate behemoth.

The collaboration principle

Working with Freddie over seven years across different ventures has taught us something fundamental about successful brand development: the best creative partnerships are measured not in individual projects, but in the evolution of strategic thinking and mutual trust.

His willingness to work from first principles, develop narrative and visual identity in parallel and trust the collaborative process created space for genuine innovation rather than safe, predictable solutions.

As Freddie mentioned in our conversation, the identity and narrative became “two sides of the same coin.” This kind of integrated thinking produces brands like Your VC that amplify ambition rather than just communicate it.

More about this project

Our portfolio page about the Your VC project

Visit the Your VC website

More of our work in financial services branding and web design