Skin In The Game

Positioning Strategy + Brand Identity + Communication Design

Skin In The Game is an FCA-regulated syndicate that invests exclusively in sports & human performance. Skin In The Game brings together a squad of professional athletes, exited founders, sports investment heavyweights, and financial institutions to de-risk startup investments.

"Adam truly understands branding. He masterfully guided us through a well-structured process and the result was a clear, purposeful identity that captured our values, essence and unique positioning. Adam was not afraid to challenge our thinking and in doing so, helped us to craft a powerful, purposeful brand-narrative that embeds the concept of ‘Skin In The Game’ in everything we do. Working with Adam is a real game-changer."

Scott Newall, CEO @ Skin In The Game

The Challenge

Investment firms often neglect branding, relying instead on reputation and network. However, Skin In The Game wasn’t just another financial entity; it was a new kind of syndicate, built on experience, expertise, and a shared commitment to every venture. Its brand needed to reflect this ethos—conveying not only financial credibility but also energy, exclusivity, and deep industry knowledge.

The Strategy

The goal was clear: build an identity that went beyond showcasing investment opportunities to creating an immersive experience for investors and partners. The brand had to embody the idea of being ‘on the field’—actively engaged, deeply committed, and fully invested.

Bydesign developed a positioning strategy and identity system that aligned with the syndicate’s core principles:

Authenticity: Every investor has ‘skin in the game’—they invest in what they believe in.
Performance: The syndicate operates at the highest level, leveraging expertise to identify opportunities others overlook.
Exclusivity: A curated collective of elite investors, offering access to high-calibre deals.

The Identity

At the heart of the brand is a dynamic, minimalist brandmark, a symbolic representation of the "field of play." More than just a logo, it reflects the active, evolving nature of the investment landscape—inviting investors to step into the action.

The visual identity system is designed to maintain a seamless connection between the brand and the startups it supports. A monochromatic palette ensures that Skin In The Game can stand alongside its investments without visual conflict—allowing each opportunity to shine while maintaining brand consistency.

The Impact

The new identity elevates Skin In The Game beyond the realm of traditional finance, positioning it as an elite, forward-thinking syndicate. By embracing a strategic, design-led approach, the brand now reflects the same level of commitment, expertise, and dynamism that defines its investments.

This is more than just an investment firm—it’s a movement. And the brand now has the presence to match.

Next Project

One House