Branding a Flagship Impact Investment Initiative

The VI Purpose Fund was created as a flagship impact investment initiative backed by Sir Richard Branson and Rick Gerson to channel purpose‑driven capital into the Virgin Islands. The team needed a brand and communications foundation that could speak to local communities, investors, and global partners in a unified way.

What Barnes & Co did:

1. Led brand and communications strategy for the initiative’s public launch.
2. Developed the core brand concept and full visual and verbal identity for the VI Purpose Fund.
3. Oversaw the design of key collateral, including logo, brand guidelines, decks, and printed materials for stakeholders and partners.
4. Developed the public website and core narrative to clearly explain the Fund’s purpose, structure, and opportunities.
5. Shaped the social media presence and content approach to maintain consistency with the Fund’s values.
6. Supported the production of short explainer and storytelling videos to build understanding and trust around the initiative.

Project Impact

• Delivered a cohesive, credible brand platform for one of the territory’s leading impact investment efforts.
• Helped make a complex investment concept understandable and compelling to community members, potential investees, and global partners.
• Positioned the VI Purpose Fund as a serious, values‑driven vehicle for long‑term, community‑centred development in the Virgin Islands.