Developing the foundation for the go-to news network focused on MicroCap companies.

In 2022, we met the Planet MicroCap team and embarked on a project that included brand discovery and strategy, a rebrand, and a UI/UX redesign of their news website. The objective was to establish a brand experience and foundation that would promote long-term growth and enhance brand recognition. Our challenge was to communicate effectively to various audiences, including retail investors, issuers, and professional investors, while creating a look that was unique to the financial space.

Our approach to the project was to begin with a brand discovery process to understand Planet MicroCap's values, goals, and target audiences. We then worked on developing a brand strategy that would differentiate Planet MicroCap from their competitors and appeal to their various audiences. Next, we focused on rebranding the company with a new logo, typography, and color scheme that was unique and distinct from the typical financial news network.

To ensure that the new brand and website design would stand out, we utilized an isometric block design for the brand. The blocks represented stock charts and financial building blocks, creating a unique and distinctive visual identity that would create a wow factor. We worked with the Planet MicroCap team to select a bright green color scheme that would complement the isometric block design and effectively communicate their value proposition.

We also collaborated with Planet MicroCap to establish sub-brands and a brand system that gave each sub-brand its unique voice while still being connected to the overall brand. We employed a color system to differentiate the sub-brands, assigning a specific color to each. The colors were carefully selected to complement the overall brand palette and effectively communicate the unique value propositions of each sub-brand.

Lastly, we created a comprehensive UI/UX brand system and redesign of their news website, with a focus on improving user experience and navigation. We engaged in extensive research and feedback gathering to ensure that the new brand and website design would resonate with their audiences and effectively communicate their value proposition.

Our collaboration with Planet MicroCap was a great success. We built a range of brand extensions with them, including their Planet MicroCap Review covers. The new brand and website positioned Planet MicroCap as a leader in the microcap space and set a foundation strong enough to carry them through a major ownership change.

In January 2026, Planet MicroCap Holdings, owned by Ian Cassel of MicroCapClub, acquired Planet MicroCap LLC from the Kraft family, combining MicroCapClub's online investor community with Planet MicroCap's in-person events business. The brand continues operating under the Planet MicroCap name, with Bobby Kraft still leading the events business and podcast.