AVCAL renames to Australian Investment Council and launches new rebrand



The national peak body representing the private equity and venture capital industry, AVCAL – Australian Private Equity and Venture Capital Association Limited – launched last week a rename and rebrand by brand and design experts Hulsbosch.

The new association name, Australian Investment Council, and new visual identity will start to be seen across all communications collateral for both internal and external stakeholders.

Hulsbosch and the Council partnered to address existing brand challenges, define its brand personality and values, and realign the brand with the association’s goals for 2019 and beyond.

The new strategic positioning aims tosupport the Council’s role to encourage business and government in understanding the benefits of the private capital model of ownership, and its capacity in contributing to investment and employment growth across the Australian economy.

Says Carolyn Pitt, head of accountmanagement, Hulsbosch: “The brand idea ‘investing for growth’ speaks to what drives both the Council, and its members. The compelling new logo is simple, iconic and communicates the Council’s role in both growth and in facilitating stronger conversations throughout the industry.”

Australian Investment Council members comprise private equity and venture capital investment firms, as well as institutional investors, who deploy billions of dollars of capital each year into innovative businesses that drive productivity gains, and boost competitiveness and entrepreneurship.

The current member base of over 170 organisations in Australia, manages a combined total of more than $30 billion in funds on behalf of a wide range of domestic and offshore investors, including Australian-based industry and retail superannuation funds.

Says Yasser El-Ansary, chief executive, Australian Investment Council: “As the voice of private capital in Australia, this new brand strengthens our leadership role and allows us to amplify our contribution to public policy debate across the economy.

“Our new communications better reflect our member value proposition and our role in supporting the industry to ‘build better business’ while fuelling economic growth, job creation and innovation across almost every industry sector.

“For more than 25 years, the Council has been an important part of Australia’s private capital investment industry, and Hulsbosch has delivered a modern brand identity that will propel us forward for the next phase of our work in a dynamic globalised world.”