Case Study: MML Capital achieves a refined private equity brand identity with Firedog

MML Capital closes its seventh fund at €670m with Firedog

MML Capital, a London-based private equity firm, sought to evolve its brand to better reflect its mature market position and vibrant, entrepreneurial culture. The challenge was to develop a refined yet compelling identity that exuded confidence and ambition while countering sector perceptions of arrogance. They engaged the creative branding agency Firedog for a comprehensive rebranding initiative.

Firedog delivered a strategic framework, a new visual identity with a vibrant logotype and custom illustrations, and a fully responsive WordPress website. The agency also created extensive communication tools, including a detailed PowerPoint template and deck. The rebrand was pivotal for MML Capital, which subsequently closed its seventh fund at €670 million, breaking its hard cap and increasing its assets under management to €2 billion. This period also included 22 acquisitions and a landmark exit that delivered an 11x return.

MML Capital