Edastra is an entrepreneur-led investment firm built on clarity, conviction, and long-term thinking. With short decision paths and minimal administration, the organisation concentrates on what matters most: developing companies, sharing knowledge, and acting with intellectual independence.

Central to Edastra’s identity is Upplyst, the firm’s podcast and most far-reaching expression. Rooted in Enlightenment thought and Gnosis, Upplyst treats knowledge as something to be questioned, shared, and continuously refined. It became the conceptual foundation of the new identity and informed every design decision.

The design concept, Lux Mentis, the light of the mind, translates this worldview into form. Inspired by the structural clarity of Wikipedia and the restraint of Berkshire Hathaway, the identity is minimal, precise, and uncompromising. Content leads; form supports. The path to Lux Mentis is defined by transparency, honesty, and rational, constructive logic.

At its core sits a symbol that captures both the first spark of an idea and the steady pulse of growth. Where reason meets entrepreneurial energy, ideas take root, gain clarity, and begin to radiate.