VMG Partners
Backing the brands shaping modern consumer culture.
VMG Partners
Backing the brands shaping modern consumer culture.
VMG Partners is a consumer-focused private equity firm that partners with founder-led brands to help them scale with intention. As the firm evolved, its work became more hands-on and relational — outgrowing a visual language that conveyed credibility, but not the warmth and energy of its culture. We led a comprehensive brand refresh to align the outside with the inside: disciplined yet dynamic, performance-driven yet deeply people-focused. The updated identity introduces a refined color palette, confident typography, and a more expressive graphic system — honoring VMG’s legacy while positioning the firm for continued forward momentum.
Year
2025–2026
Involvement
Brand Identity, Print Collateral, Merch Design
Industry
Private Equity
Collaborators
Natalie Korac, Design & Copywriting
Studio Saginova, Website Design & Development
Our custom mark, formed by shapes found in the typeface, also acts as a framing device throughout the identity. Often used to spotlight VMG’s portfolio companies, it puts the brands they work with at the center of their work.
Polar diagram (sailing)
Flow models of San Francisco Bay. Courtesy of PBS
Ocean Currents and Ice Packs from Atlas of World Maps, United States Army Service Forces, 1943
Optimum heading for highest VMG, Lester Gilbert
Preliminary velocity made good predictions of an A-class catamaran in hydrofoiling sailing conditions, F. Schadt, M. Rueppel, C. Brauner, Y. Courvoisier, K. Masania, C. Dransfeld, 2019. Courtesy of ScienceDirect
Polar diagram (sailing)
VMG stands for Velocity Made Good, a sailing term that measures how quickly a boat moves toward (or away) from the direction of the wind. While the concept itself is highly mathematical, there’s something more poetic in what it represents. It tells us that the straightest line isn't always the fastest path. Sometimes taking the longer route is your best path forward, a guiding philosophy to how VMG builds brands.
As a company based in San Fransisco, it felt only natural for us to look to the Bay for inspiration. We explored maps and charts of its currents, and redrew their arrows to create a visual language that captures the momentum of VMG’s work.
VMG stands for Velocity Made Good, a sailing term that measures how quickly a boat moves toward (or away) from the direction of the wind. While the concept itself is highly mathematical, there’s something more poetic in what it represents. It tells us that the straightest line isn't always the fastest path. Sometimes taking the longer route is your best path forward, a guiding philosophy to how VMG builds brands.
As a company based in San Fransisco, it felt only natural for us to look to the Bay for inspiration. We explored maps and charts of its currents, and redrew their arrows to create a visual language that captures the momentum of VMG’s work.
Polar diagram (sailing)
Flow models of San Francisco Bay. Courtesy of PBS
Ocean Currents and Ice Packs from Atlas of World Maps, United States Army Service Forces, 1943
Optimum heading for highest VMG, Lester Gilbert
Preliminary velocity made good predictions of an A-class catamaran in hydrofoiling sailing conditions, F. Schadt, M. Rueppel, C. Brauner, Y. Courvoisier, K. Masania, C. Dransfeld, 2019. Courtesy of ScienceDirect
Polar diagram (sailing)
Hover for reference source
Our custom mark, formed by shapes found in the typeface, also acts as a framing device throughout the identity. Often used to spotlight VMG’s portfolio companies, it puts the brands they work with at the center of their work.
“Working with Kiana gets you a deeply invested, high energy, multi-faceted and mega-talented member of your Creative team — but also with the added benefit of experience in working across industries and aesthetics. For her, no idea is too big or detail too small, and we feel privileged to partner with her everyday.”
Robin Tsai
Managing Partner, VMG Partners
Next Project
Verso Projects