Building a Brand Partnership with Patient Square Capital
Challenge
Founded by industry leaders with deep operational and investing experience, Patient Square Capital launched with the clear vision of becoming the leading healthcare investment firm. They contacted Haystack Needle to help build a brand that reflects its patient-centered ethos, elite expertise, and differentiated approach to value creation. As a new player in a competitive space, they needed polished, high-impact materials to stand out, establish credibility, and drive growth across fundraising, acquisition, and portfolio management.
Approach
Haystack’s strategists and creatives collaborated closely with the Patient Square team to develop their foundational brand identity. The branding team developed a visual marque that strikes a balance between clinical precision and warmth, fostering approachability. The logo pairs strong typography and an understated marque to create a clean, confident design. Once all stakeholders were aligned, we extended that brand across investor materials, events, and internal communications, ensuring coherence as the firm scaled.
Our digital team helped translate the brand online, supporting the development and evolution of the firm’s website and ensuring every touchpoint—digital or physical—reinforces Patient Square’s clarity, credibility, and care.
Our video team has also played an ongoing role in telling Patient Square’s story. Each year, we produce mini profile videos of portfolio companies, designed to highlight both business performance and the human stories behind each investment. These videos premiere at the firm’s Annual General Meeting, engaging both current investors and potential partners by showcasing Patient Square’s impact and partnership model.
To showcase a deeper dimension of their work, we’ve also created patient impact videos that reflect the real-life outcomes of their healthcare investments. As part of a special project, our team produced a video highlighting the Patient Square team's culture, mission, and values, which differentiate the firm from traditional private equity partners.
Results
From launch through rapid growth, Haystack Needle has helped Patient Square Capital build a powerful, cohesive brand. The firm’s video storytelling has become a signature of its AGM experience and a key tool for engaging stakeholders. Across brand, digital, and video, our partnership continues to elevate Patient Square’s reputation as a top-tier investor and a trusted, patient-centered force in healthcare.
