Paloma Group

Paloma Group – Rebrand
Strategy, Brand Identity, Activation
Year: 2022

Paloma Group – Digital products used by millions of people every day.

Paloma is a self-sustaining engine of digital product and venture creation. It is a combined digital product studio, venture studio & venture capital. Co-creating and investing in the world's most promising products and companies.

Produced in 2022 at Paloma Group.
Visit Site →Credits / Press

The Challenge

Create a disruptive, yet inclusive tech brand while keeping ties to it's past.

There was someone else in the tech space also known as "Dovetail" and was growing at a rapid pace, which was causing confusion in the market. It was decided that Dovetail would break off and rebrand in-house and together we created Paloma.

Brand Naming

A bold name for a studio to stand out in the world of tech

A brand on a mission needs a great name. We wanted a company name that had a deep connection to our past, and people from all walks of life can easily pronounce and spell. Translated from Spanish to English, paloma means 'Dove', which is a homage to the origins of Dovetail as it evolves.

Visual Identity

A brand system that stands apart in a crowded market

The 'Paloma' brand mark provides a constant visual reference to the companies brand mission of helping move forward ambitious ideas into unstoppable businesses. Due to it's design, the brand mark can be split into three sub brands for their 3 business units, Digital, Capital & Ventures. It's an evolved dovetail motif, "the bird never dies" It's still flying but also resembles a palm tree relating to the famous paloma cocktail & the good vibes associated with it.

Brand Activation

Making sure the brand is consistent across all touchpoints.

Paloma developed art & creative direction to make it easy to understand the vision for creating additional assets such as social media, websites, photography, motion direction or even branded apparel. We delivered detailed guidelines to implement a design language across every channel.


Produced in 2022 at Paloma Group, New Zealand
Executive Creative Director: Lee Corleison, Design Director: Rob Dennis
Design Team: Luke Summerhayes, Maisie McDonald

Brandmark Concept: Maisie McDonald
Logo Refinement: Lee Corleison, Luke Summerhayes.
Brand, Identity & Direction: Luke Summerhayes, Lee Corleison, Maisie McDonald, Rob Dennis
Web Design & Development: Luke Summerhayes, Rob Dennis
Animation/Motion Graphics: Luke Summerhayes, Maisie McDonald
Showreel: Luke Summerhayes, Rob Dennis, Maisie McDonald
Photography Models: Bella Hemming, Dillon Ramesh, Erin Cook, Harry Luxton, Lee Corleison, Poppy Trewhella, Toby Cox

Extended Team: Paloma Leadership


Paloma Group
Dovetail Rebrands to Paloma
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Brand New
New Name, Logo & Identity for Paloma
Read →
Introducing Paloma
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