Ideal Fish: Confidential Information Memorandum
A CIM for a sustainable aquaculture startup, balancing investor-grade rigor with an artisanal, New England feel.
Client:
Ideal Fish
Role:
Designer (freelance)
Ideal Fish is a Connecticut-based retailer of 100% traceable, sustainably raised fish, grown using state-of-the-art recirculating aquaculture systems. To engage prospective investors for a funding round, the company needed a Confidential Information Memorandum (CIM), a dense document covering its operations, financials, and growth story.
I designed the CIM to feel credible to investors while still reflecting the brand’s character, with a clear hierarchy and consistent system for organizing financial tables, charts, and operational detail so the document read as rigorous rather than overwhelming. Taking cues from Ideal Fish’s existing color palette, I incorporated lifestyle photography throughout that gave the document an artisanal, New England sensibility, grounding the financials in the story of the product and place behind them.
Result:
The CIM was well received by investors and supported a successful funding raise, to the founder’s delight.
I designed the CIM to feel credible to investors while still reflecting the brand’s character, with a clear hierarchy and consistent system for organizing financial tables, charts, and operational detail so the document read as rigorous rather than overwhelming. Taking cues from Ideal Fish’s existing color palette, I incorporated lifestyle photography throughout that gave the document an artisanal, New England sensibility, grounding the financials in the story of the product and place behind them.
Result:
The CIM was well received by investors and supported a successful funding raise, to the founder’s delight.
