Branding

Fund Good Jobs

ICA had been around for almost 20 years. They provided education and pro bono advisors to help small businesses create wealth and quality jobs in the community. But the missing piece for most business owners was growth capital. There was a gap in funding for companies that were too big for angel investors, too small for big banks, and not explosive enough for venture capital.

The idea was that ICA would launch a new type of fund to close that gap, one that created both financial returns and good jobs. We wanted to build a brand as disruptive as that business model.

Most brands in their space were pretty forgettable. But “Fund good jobs.” was different. It wasn’t just a name, it was a rallying cry. People still wear the hoodies and t-shirts proudly, sparking conversations everywhere they go.

The brand worked perfectly. But impact investing with small businesses proved difficult to scale. ICA and Fund Good Jobs would later merge to explore an even bolder vision.