PROBLEM STATEMENT
As an investment platform that requires large minimum investments from accredited investors, the brand was in need of an identity to evoke a sense of trustworthiness at first glance.
DESIGN SOLUTION
To create a brand identity that brings forth a sense of softness to attract investors & at the same time, instil confidence in them to engage with the company's products for the long term.
AUDIENCE ANALYSIS
Accredited Investors
High risk appetite
Constantly on the lookout for new opportunities.
TONE OF VOICE
Balanced
Minimal
Confident & Trustworthy
COLOR PALETTE & TYPOGRAPHY
A bold blue was first developed as the main brand color to evoke that sense of trustworthiness the brand needed to engage with its audience. An accent light & dark shade of the blue is accompanied to complement & ensure visual harmony.
The typeface Suisse Intl was used as the main typeface as it provides that similar sense of confidence & friendliness as depicted from its balance in curvatures & density. It also offered a monospace variation which was important for UX related reasons.
LOGOMARK
In terms of the brand story, Modern Markets helps to raise awareness & provide access to private equity – an investment opportunity that often goes unnoticed by many retail investors around but financially beneficial when exposed to.
To complement that, I came up with the abstract idea of Fan Blades. They represent the act of converting an intangible entity (air) into a tangible state (wind).
Composed in a shape of an "M" which represents the brand name, this forms the Modern Markets logo which resonates brand’s goal of making private equity salient to retail investors such that they can benefit from it.
BRAND IDENTITY
The new Modern Markets identity evokes that sense of confidence & trust in its audiences to interact & engage with the brand.
RESULTS
While at that time, the product was still a work in progress, we received great feedback from the client. They felt confident that with the new identity, they will be able to kickstart their efforts towards a successful brand.
CHALLENGES
There was a need to strike a strict balance between the playfulness & boldness of the identity
SOLUTIONS
Practise more restraint on design ideation, gather multiple feedback to refine the designs so as to capture the right balance
Come up with multiple design iterations to shortlist & select the perfect one
KEY LEARNINGS
Approaching a logo from a unique perspective can help standout from competitors & ensure greater success.