2717 Partners
Branding, Web Design
Brand development and website for a technology fund manager creating longterm, durable value.
Client: 2717 Partners
Deliverables: Branding & Web Design
Studio Credit: Jen Roos, 8 Point Studio
27/17 Partners invests in technology, business services, and healthcare services companies, while focusing on high-quality businesses with predictable revenue streams in North America, Europe, and APAC. 27/17 stands out by bringing a private equity playbook to public markets. Their name stems from a proverb rooted in the concept of “iron sharpening iron,” the idea that people and entities can influence and challenge each other to become better, stronger, and more successful. 8PTS partnered with 27/17 to develop a strategic visual brand system and website to better represent their business and foundational ideas.
The design process for 2717 began with exploration, collaboration, and a deep dive into the brand’s goals, audience, and visual direction. Through brainstorming and iterative design work in Miro and Figma, we explored a range of concepts, from early brand ideas and visual references to layout systems, color palettes, and typography. These explorations helped us refine the identity and develop a cohesive brand and digital experience that felt intentional, engaging, and aligned with the project’s vision.
The new brand reflects 27/17 Partners’ value-oriented and opportunity-seeking approach, featuring a modern serif wordmark paired with a confident, deep blue palette that together signal integrity and boundless knowledge. The logo serif is a nod to tradition while exhibiting a confident stance through the more modern upright serif/terminal at the base of the number 2. The complementary sans serif selected for the brand has unique flat, stable curves in the “l” and “t” generating a forward yet grounded feeling.
The rich blue selected for the brand contrasts with a glowing light blue and references the notion of looking deeper to uncover and reveal opportunities for growth. Glowing dynamic gradients convey momentum, clarity, and a forward-thinking perspective, while a system of layered illustrations reinforces the idea of looking below to reveal hidden opportunities and unlock potential for growth. Overall the brand system components combine to create a serious, polished, innovative and modern atmosphere that highlights a sense a of light, sharpness and glowing discovery.
The result is a thoughtful brand system that positions 27/17 Partners as a deeply knowledgeable, disciplined investment partner, working alongside management teams to uncover long-term value and drive lasting returns for investors.
