Insight
Private equity doesn’t often feel personal—especially in tech and healthcare, where numbers and outcomes tend to eclipse people. But ONSET wasn’t built on formulas. It was built on staying power. Founders didn’t remember the check size—they remembered who showed up when things got hard. That’s the real differentiator: not the math, but the humanity.
Impact
We built a brand platform that traded metrics for meaning. “The Unformula” became a narrative anchor—rejecting the idea of a single path to success, and celebrating the one thing ONSET offers every founder: relentless, thoughtful support. From messaging to identity to a clean microsite, the brand reintroduction made ONSET feel less like a firm, and more like a partner. No hype. Just presence.