Broadwater Capital Thompson & Prince | Brand Strategy & Design Consultancy

Project Overview

Fund I is a $50M fund managed by Broadwater Capital, an alternative investment firm headquartered in Fargo, ND. Fund I targets mature, durable lower middle market companies in the greater Midwest, primarily outside of major metro areas, that are founder or family-owned and operated.

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Client :

Broadwater Capital

Industry :

Finance

Services :

Logo Design

Visual Identity & Brand Guidelines

Marketing Collateral

Presentations

OUR PROCESS

Define Your Project Needs

We worked closely with Allied American’s leadership to determine the best processes and timeline for efficiently modernizing their brand over just a few short months.

Design

We re-imagined and modernized the Allied American brand, designing clean, modern, reusable visual elements that will be efficiently and consistently applied for years to come across a wide variety of media channels.

Implementation

We put our new brand elements to work in both digital and physical forms, from updated copy succinctly describing business offerings, to exciting new colors, fonts, and photography.

Project Overview

Rooted in Legacy. Refined for the Future.

We designed Broadwater Capital’s logo to reflect the firm’s values—steadiness, trust, and long-term thinking. The mark takes inspiration from flowing waterways and regional landscapes, symbolizing clarity, momentum, and the strength of foundational businesses. Its refined geometry and warm tones strike a balance between tradition and forward motion—ideal for a firm built to partner with generational operators across the Midwest.

VISUAL IDENTITY & BRAND GUIDELINES

Rooted Elegance. Quiet Strength.

We selected Liberation Serif for its clarity, poise, and timelessness—qualities that reflect Broadwater Capital’s calm, steady approach to partnership. The color palette blends deep charcoals, warm metallics, and soft neutrals—echoing the natural tones of the American Midwest and the grounded values of the businesses the firm serves. Together, these elements create a brand that feels enduring, respectful, and confident without noise.

Stationery

We collaborated with Broadwater Capital’s leadership to develop a clean, consistent suite of brand materials—from business cards to letterhead and digital templates. Each piece was designed to reflect the firm’s straightforward, grounded presence, especially when meeting with founder-led businesses, attending industry events, or corresponding with financial partners. The result is a system that feels trustworthy, modern, and unmistakably Midwestern.

Digital Experience

We completely re-designed the Allied American website experience, from content, copy, and information architecture, to the nuances of UX, UI, and important data collection user flows.

Client testimonials

“ Working with Thompson & Prince on our website was a great experience that led us to reflect on our organization and improve our day-to-day business operations.”