Branding Process
Mission:
Bantix Technologies is the maker of QuikStrike, an options analysis software application targeted for the futures options market.
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Bantix Logo
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QuikStrike Logo
Role: Lead Designer
Collaborators: Michael Becker - Creative Strategist
Discoveries: Focus of the brand is Bantix, but QuikStrike is the company’s bread and butter and what customers truly care about.
Design Challenge: Refresh a brand of trading tools created in the early 2000s to cohesively integrate with the visual identity of the Chicago Merchantile Exchange, and clarify relationships between different products and partners.
Pain Points:
Hierarchy: Bantix branding far too prominent
Dilution: Does every subproduct need its own Quik-name?
Recognition: Bantix Technologies still owns Quikstrike, most people think CME already own it.
Goals
Build Brand Equity
Bantix’s enterprise level products are specifically geared towards interest rates; Bantix’s goal is to replicate the same model for other asset classes, and to find other exchanges that will integrate their technology.
Clarify Product Structure
Bantix currently has a range of products under the “Quik” family: QuickStrike + QuikVol being the 2 most prominent. The identity system must accommodate other asset classes and new products such as Crypto.
New Brand Who Dis?
Audience was important to keep in mind for the rebrand. We wanted to refresh the presentation of the product offering to existing customers, while preserving what long term customers had grown to trust.
