“This was a project the entire company had been waiting for. We had been living with the frustration of knowing that an outdated brand didn’t represent who we were on the inside. We have a diverse team that is invested in supporting the cutting-edge every day and we wanted that energy reflected in our new brand,” says Sara Fee Kirschhausen, Earlybird Principal and Brand Project Lead.

Exploring Brand Identity

We turned to three basic pillars: 1. Where we’ve been, 2. What matters to us, and 3. Where we’re going. We’ve been backing bold European innovation since 1997, and what matters to us is our work with founders and how their visions, combined with our support, ultimately impact the next generation of technologies. Where we’re going is about building a legacy of European progress that competes on the global stage.

Where We’ve Been 

In 1997 Earlybird was started when venture capital as a concept did not exist in Europe, and as industry leaders, there were a lot of trials to find the most effective strategy. 

"Through Earlybird’s 28 years of growth, there were many endeavors, but the core of Earlybird remained the same: We invest in European early-stage ventures, with the potential to define and dominate industries. Throughout the last years, we emerged from being a generalist firm into an efficient model with two very complementary strategies: Earlybird and Earlybird Health, ” says Earlybird General Partner, Andre Retterath.

What Matters to Us 

What matters to us now is that the way we work with founders is reflected. In this new brand, we embrace the motto ‘All in from day one’ because it embodies our work as the founders’ #1 sparring partner. Whether that's through interpersonal exchange, guiding them in best PR practices, inviting them to key workshops, or connecting them to our network. It is about being there for them, no matter what.

“To be a sparring partner, you need to be capable of challenging someone. It comes from the fighting world, but it is not to be thought of as the investor and the entrepreneur in constant battle, but rather you call your sparring partner to prepare you for your final fight. It’s a person who challenges you on an individual level and understands your strengths and weaknesses. We are not a coach yelling from the sidelines; the sparring partner puts you in a position where you can decide the best way to react in every situation,”  says Andre.

We’re also supporting founders in new ways, by launching our “Catalyst” program, composed of top operators who will provide strategic advice to our portfolio companies. This works to close the gap between investor and operator, and ensure the best sparring partner is available to our founders at all times. 

We will also continue our focus on supporting founders with migration backgrounds through our Vision Lab Program. Meanwhile, Earlybird Health is laser-focused on improving patient outcomes and supporting founders who are on that same mission. In short, we invest in those who have the potential to define and lead their industries, and it is our job to ensure that potential is fulfilled, no matter their circumstances. 

Where We’re Going 

Early-stage ventures have very long return cycles; our early-stage fund duration is 10 years and they often need to be extended for the best outcomes. So we naturally think in decades rather than years, which means anticipating generational transitions, diversity, and senior management. 

"Few VC firms have successfully implemented a generational transition framework for the management company, but we’ve accomplished that. At Earlybird, we’ve created a structure that works beyond individual names—a true legacy, where the most ambitious and best-performing professionals can follow in those footsteps for generations," says Andre

Recently, we congratulated Andre Retterath, Paul Klemm, and Tim Rehder on stepping up as General Partners, alongside Earlybird Co-Founders Hendrik Brandis and Christian Nagel, making our management a truly multi-generational leadership team. In addition, we have a strong foundation of firm leadership through our Earlybird principals as well. Combined with our wider team and expertise, we have multiple touchpoints across the ecosystem.

Finding Common Ground 

When we started the rebrand process the general assumption was that it would go like any major project with various stakeholders: slowly and with friction. 

“What really surprised me was the level of alignment we had within our stakeholder group from the start. It was a lesson for us too—we assumed we’d need to work harder to find common ground, but much of it was already there,” says Sara. 

Earlybird's two distinct strategies, Earlybird and Earlybird Health, have their unique focuses but our identity is unified: we invest because we believe and we support founders for the long haul. 

“What unites Earlybird and Earlybird Health is the shared belief in founders and their ability to drive meaningful change. In health, achieving that impact often requires specific expertise and navigating a unique set of challenges, but the approach remains the same: backing bold visions with unwavering support to bring them to the global stage,” says Christoph, Earlybird Health Principal.  

If you’re concerned about a lack of alignment in your company’s identity, a deep dive might reveal common threads faster than you expect. 

Closing Remarks for a Successful Rebrand (this one is for the founders!)

Rebranding success starts with the right decisions early on. A strong, focused stakeholder group is essential–along with an experienced agency that understands your company’s needs.

“Pick a representative and rock-solid stakeholder group before you start. It shouldn’t be a silo, but also can’t be so inclusive that no decisions are made. This group must clearly understand the market pain points and have defined ownership and voting rights to structure decision-making upfront. Equally vital, is working with an expert agency and project manager who can anticipate bumps in the road—this requires experience from multiple rebrands,” says Sara. 

With the right team and decisions, your brand becomes the unique fingerprint of your company—the DNA brought to life.