Growth State of Mind

Scaling a company takes more than just funding - it takes the right mindset. CapitalG, Alphabet’s growth fund, has been quietly shaping the success of industry-defining businesses for years. Our task was to make its impact as visible as its results, crafting a name, brand and website that reflects its status as a true growth-stage leader.

We began by renaming Google Capital to CapitalG, setting the stage for a bold repositioning that centred on the idea of a ‘growth state of mind’ with a nod to its Google beginnings. This philosophy shaped every aspect of the brand’s transformation, from a Swiss-inspired typographic system to an ownable chevron motif symbolising forward momentum.

To solidify its positioning, we developed a refined tone of voice that speaks directly to entrepreneurs, offering them the same clarity and confidence that CapitalG brings to every partnership. The transformation culminated in a new website that was designed, written, and built at Phantom, delivering a digital experience that feels as sharp, confident, and future-focused as the companies it backs. 

Highlights – A full-scale rebrand, from name to digital presence, redefining CapitalG as the go-to growth-stage fund. A distinct, confident identity that stands out in Silicon Valley and beyond.