Dovetail Partners
Helping a seasoned leader launch a consultancy that redefines PE business development
Building a business in private equity requires vision, precision, and partnership. These qualities define Dovetail. Founded by Heather Madland, a seasoned M&A professional, Dovetail helps middle-market private equity firms refine their deal-sourcing strategies. Inspired by the dovetail joint in woodworking, the brand reflects Heather’s astute, approachable, and enduring approach to creating lasting partnerships.
Our role
Brand visual identity
Website development
Marketing collateral
Location
Ann Arbor, MI
The challenge
When Heather Madland launched her consultancy, she returned to Ajust Design, with whom she had collaborated at her previous firm. With Dovetail, Heather needed a brand that would convey instant credibility, resonating with sophisticated PE professionals while highlighting her unique perspective as a female leader in a traditionally male-dominated industry. The visual identity had to balance approachability with institutional gravitas and clearly communicate Dovetail’s value to its partners.
The solution
We developed a comprehensive brand system inspired by the firm’s name, a symbol of precision and strength. The identity centers on a circular mark that suggests both a dove in flight and the interlocking nature of the dovetail joint, in reference to the firm’s focus on crafting enduring partnerships.
Combining rich blues with subtle pinks, the color palette intentionally breaks from private equity norms while upholding a sophisticated aesthetic. Expressing the brand’s approachable, clean, and elegant attributes, the design balances professionalism with a subtly feminine touch.
Chosen for its compatibility with the logo, typography projects confidence through bold sans-serif headings. At the same time, refined body text fonts maintain readability. Lowercase headings add a contemporary, approachable edge that reinforces the brand’s distinctive character across digital platforms.
Website
Dovetail’s web architecture prioritizes clarity and efficiency, with a focused messaging hierarchy that quickly communicates the firm’s expertise to its private equity audience. Clean layouts and strategic white space create a premium feel, while thoughtful micro-interactions add sophistication without sacrificing speed or usability.
Collateral
We created a flexible presentation system that maintains brand consistency while allowing for easy customization. The template design emphasizes data visualization and a clear information hierarchy—essential for Dovetail’s detail-oriented PE clients.
The Outcome
The new identity established Dovetail as a trusted player in private equity consulting. The careful balance of precision and warmth reflects the firm’s unique position, while the website effectively communicates its value to clients. As Dovetail grows, its cohesive brand provides a strong foundation for continued success.
Project credits
Design & Development Ajust Design
Messaging & Copywriting Heather Madland
Next Case
BI Concepts