Orca is a Colombian private equity firm focused on alternative assets, born with a clear ambition: to invest differently. From the very beginning, the challenge was to build a brand that matched the way they think and operate: rigorous yet agile, sophisticated yet accessible, deep yet clear.
At Panorama, we developed Orca’s brand strategy and complete visual identity system, creating a cohesive universe that conveys trust, vision and movement. A brand that doesn’t aim to look big, but to demonstrate true judgment and clarity of thought.

The investment and asset management category is trapped in a loop: repeated visual codes, inaccessible language, cold brands and generic promises of solidity.
For many investors, alternative investments feel out of reach, while traditional options feel like more of the same. The strategy captured this tension with a powerful truth: what feels common feels safe because it’s familiar, not because it’s better. Comfort has become the enemy of growth.
Visually, the category also suffers from sameness. Similar color palettes, typographic styles and structures make most brands look interchangeable, diluting any real differentiation.

We built a brand that embodies Orca’s essence: moving where few are looking.
The strategic concept was translated into a visual system inspired by ocean depths: a palette of dark blues, blacks and deep greens that communicates intelligence, mystery and sophistication; and a graphic language based on motion waves, inspired by the Doppler effect, conveying contained energy, flow and depth.

The typography balances humanist traits with contemporary structure, projecting confidence without rigidity. The verbal identity reinforces this with a clear, bold and approachable voice—capable of explaining complexity without oversimplifying.

The result is a brand with its own character in a highly homogeneous category: an identity that doesn’t shout, but resonates. That doesn’t chase trends, but sets itself apart. A brand designed to express exactly what Orca stands for as a business: value beyond the ordinary.

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