38sth

Returning private equity to first principles with a firm targeting a $500M maiden raise.

The private equity sector is a tired one when it comes to brand. The institutional approach to management and investing often bleeds through into positioning and aesthetics. The visual result is one that’s stained with royal blue, forced analogies of climbing mountains, and copy that’s dripping in arrogance.

New firms often look like new firms by announcing themselves, visually and verbally, out of a desperation to be taken seriously. For 38sth, we made the opposite call.

Results

Since launching, 38sth has seen strong early engagement from institutional investors across their target markets as they build towards their maiden raise. A sharper market position and more focused investment strategy have translated to a noticeable uptick in quality deal flow. Along with 100% team retention, 38sth has received strong inbound interest from prospective hires drawn to their business and brand. Additionally, industry coverage has followed, including the AFR and Mergermarket.