Regenerative investment platform

The Brief
Patina Capital was founded as a regenerative investment platform grounded in the legacy and future of the American Rust Belt. The founders, envisioned a something that would restore long-term value across the Great Lakes region — economically, culturally, and architecturally. The brief was to articulate this vision through a brand identity that felt luxurious yet grounded, fresh yet historically aware. The brand needed to unify a broad investment approach, spanning people, property, and technology, while maintaining clarity, purpose, and resonance.

As part of this vision, the first project was Patina Flats, a major redevelopment of Cleveland’s former Westinghouse Factory into a cultural and commercial destination. This project would serve as both proof of concept and a symbolic foundation for Patina Capital’s philosophy: turning rust into global trust.

Through a small studio I led the brand strategy and identity narrative, influencing the foundation for Patina’s voice, positioning, and strategic resonance.

What was Delivered

  • Brand Positioning Defined Patina Capital as “The Regenerative Investment Platform, turning rust into global trust.” Highlighting both equity and legacy.

  • Narrative Strategy Developed a central brand narrative that connected the Rust Belt’s industrial past with a forward-looking investment model.

  • Asset Class Architecture Structured the brand’s three-pronged investment thesis around: People, Places and Posterity.

  • Patina Case Narrative Crafted a place-based story that elevated the transformation of an abandoned factory into a beacon of community, culture, and commerce.

  • Tone of Voice Framework Shaped a verbal identity that felt serious yet human, grounded yet aspirational. Balanced investor confidence with cultural sensitivity.

  • Narrative System Development Created a scalable narrative system that could stretch across the website, investor presentations, video scripts, and pitch materials.

Results
Patina Capital launched with a clear and compelling narrative that aligned internal stakeholders and attracted external partners. The strategy offered a focused and emotionally resonant brand story.

  1. Market Differentiation
    In a crowded investment space, Patina stood out through its cultural depth and regional commitment. The brand combined financial credibility with a strong sense of place, offering a distinctive voice in the market.

  2. Flagship Activation
    Patina Flats was positioned as a manifestation of the brand’s mission. It became the narrative anchor for the wider investment platform and a benchmark for future projects.

  3. Narrative Equity
    The brand narrative began to build equity in its own right, attracting like-minded investors, and collaborators who shared the vision of turning overlooked regions into hubs of possibility and purpose.