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© 2026 Studio Hazey | All Rights Reserved | Melbourne, Australia
Produced in 2022 @ Paloma Group
Credits
THE PROJECT
[ 01 ]
Paloma is a self-sustaining engine of digital creation, a combined product studio, venture studio, and venture capital firm co-creating and investing in the world's most promising companies.
A brand built to carry three business units under one unmistakable identity.
THE CHALLENGE
[ 02 ]
The studio was operating as Dovetail, until a fast-growing competitor claimed the same name and began causing real confusion in the market. The decision was made to rebrand entirely, and to do it without losing the equity, culture, and momentum that had been built.
The challenge wasn't just a new name. It was a new identity that had to feel inevitable, not reactive.
BRAND NAMING
[ 03 ]
In 2016, Dovetail and a Sydney competitor registered their businesses three months apart, in the same postcode, with eerily similar founding stories. Years later, the friendly collision became the catalyst for something better. The name Paloma emerged from the heritage, translated from Spanish it means dove, a direct evolution of the dovetail motif. The mark literalises it: a dove's tail, redrawn as wings in motion.
From Dovetail to Paloma. The origin stayed. Everything else took flight.
VISUAL IDENTITY
[ 04 ]
The mark was designed to do something most brandmarks can't - split. Each of Paloma's three business units (Digital, Capital, Ventures) carries a distinct variation of the same form, maintaining coherence across the group while giving each unit its own visual territory. One system, three expressions, zero confusion about which arm you're dealing with.
A modular identity built for a business that operates at scale.
THE SYSTEM
[ 05 ]
The mark was designed with division in mind. Each of Paloma's three business units Digital, Ventures, Capital, carries a distinct fragment of the parent form. Coherent as a group, autonomous as individuals. A holding company identity that
One mark. Three businesses. Zero compromise on either.
BRAND ACTIVATION
[ 06 ]
The guidelines were built to be handed off, not explained. Art direction, photography, motion, social, apparel, every channel documented with enough clarity that the team could execute without a designer in the room.
A brand language the whole organisation could speak.
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