JSP Capital.
The future, enabled.
Capital and capability. JSP Capital needed to offer both.
Five verticals. One firm. One family of brands.JSP Capital is an Abu Dhabi-based investment firm building positions across five verticals shaping the next economy: mobility, data centres, energy transition, AI and robotics, and life sciences.
The firm operates at the intersection of capital and capability — backing companies that need more than funding to enter and scale in the Gulf, and acting as an on-the-ground partner for international businesses looking to establish themselves in the region.
Institutional weight.
Startup flexibility.
That dual role set the brief for everything we built. The identity needed to hold institutional weight for investors and government stakeholders, while staying flexible enough to carry a growing family of ventures and platforms beneath it.
Institutional weight,
startup speed.
We developed JSP Capital's full visual identity from the ground up — logo system, colour, typography, and the rules that hold it together. The result reads as institutional without being cold, and carries regional character without leaning on cliché.
The output was a comprehensive brand guidelines document covering logo construction and clear space, colour specification and hierarchy, typographic scale, photographic direction, and application across print and digital. It functions as the firm's single source of truth — used internally and handed to external agencies and partners to keep execution consistent.
We produce JSP Capital's reports and stakeholder decks — investor updates, sector theses, market entry documents and partner-facing communications. The work is about turning dense financial and technical content into material that holds up in a boardroom and can be read at a glance.
Every deliverable is built natively in the tools the team already uses — PowerPoint, Google Slides and Canva — with editable master layouts, brand-locked templates and no flattened artwork. The internal team can update figures, swap sections and build new decks on the fly without breaking the brand or waiting on design.
We work as an extension of the JSP team on the material that moves the business. This is continuous rather than project-based: the volume and pace of the firm's work means new material is always in production, and consistency across it is what makes the brand credible.
We designed and built JSP Capital's website on Wix, translating the identity into a digital environment that communicates the firm's thesis, verticals and portfolio to investors, founders and prospective partners. The build was structured so the internal team can maintain and extend it without design supervision.
As JSP Capital's platform has expanded, we've developed distinct identities for its ventures — each with its own character, each clearly part of the same family. The work spans naming support, logo development, colour direction and application guidance, with the relationship to the master brand defined so new ventures can be added without diluting the parent identity.
We also provide design support to JSP Capital's partners and portfolio companies — producing brand assets, presentation material and communications for the wider network of organisations the firm works alongside. It keeps quality consistent across everything associated with the JSP name, and removes a bottleneck for partners who don't have design resource of their own.
One identity.
A growing family of brands.
JSP Capital's identity now spans five investment verticals and a growing roster of ventures — from V2X in mobility to DDO in energy transition — each carrying its own character while staying unmistakably part of the same firm.
Reports, decks and partner communications move at the pace the business does, built and maintained by the JSP team itself without waiting on design.