Sequoia Heritage

Founded in 2010, Sequoia Heritage was created as a distinct investment platform shaped by the legacy of Sequoia Capital—one of Silicon Valley’s most influential firms, known for backing category-defining companies such as Apple, Google, Nvidia, WhatsApp, Airbnb, and Stripe. Originally established to manage capital for Sequoia partners and their families, Sequoia Heritage built a quiet reputation of its own for disciplined, long-term investing across public and private markets.

Over time, the firm evolved beyond its origins. With a growing external client base and a clear investment philosophy, it became a standalone partnership chosen by founders, executives, and families building enduring value—functioning in practice as a partner of choice for the world’s most ambitious builders.

That evolution created both opportunity and tension. The brand needed to honor its heritage while clearly signaling independence and a long-term vision.

Our Approach

We began with a focused discovery process with leadership to understand the firm’s history, philosophy, and ambitions. A critical part of the work was unpacking the Sequoia connection—where it added value and where it limited the firm’s ability to tell its own story.

In parallel, we analyzed peer and analog investment brands to understand how credibility, independence, and permanence are signaled in this category. The takeaway was clear: the brand needed to feel timeless, restrained, and confident—reflecting stewardship and long-term partnership, not momentum or hype.
Naming the Next Chapter

The rebrand centered on a new name: HRTG (pronounced “Heritage”).
HRTG preserves a connection to the firm’s origins while removing the overbearing association with Sequoia Capital. It is modern without being trendy and institutional without being cold. Most importantly, it creates space for the firm to stand on its own as a long-term partner to ambitious builders.

Identity, Messaging, and Digital Experience

With the new name established, we refined the brand positioning around long-term partnership and stewardship. The refreshed logo and identity system were designed to be composed and enduring, avoiding overt financial signaling in favor of clarity, restraint, and confidence.

We then developed a concise messaging framework to articulate the firm’s philosophy, independence, and role as a trusted partner. This gave the team a consistent language to communicate why HRTG is chosen by builders thinking in decades, not cycles.

Finally, we brought the brand to life through a new website that integrates the updated identity and messaging. Clean and purposeful, the site presents HRTG as a modern investment partnership defined by depth of thinking and long-term perspective.