Branding Process
Design Goals:
Agile, Inviting, Accessible, Communicates the cross pollination of Wall Street Business Acumen + Silicon Valley Creativity
Role: Lead Designer
Collaborators: Michael Becker - Creative Strategist, Saketh Kasibatla - Creative Technologist
Design Challenge: How can we use branding to market and enhance a UI system that stands out as minimalist and agile in a market saturated by complex workflows and extraneous data.
Brief: Build an identity system that not only appeals to the existing market of analysts and traders, but will create new market segments.
Target Users
Trader / Analyst
Banks / Hedge Fund
Producers / End User
Brand Voice
Straight Forward
No extraneous data. Just the facts you need, when you need them.
Sense of Urgency
Vesica understands the need for agility in a dynamic market
Confident
Vesica is designed for traders, by traders.
Core Values
Consumer Success Above All
Loving Disagreement
Design Informed by Research
Smarter Data For Everyone
One of the greatest challenges traders and analysts face in their day to day is obtaining the relevant data quickly. Traditional platforms like Bloomberg Terminal and CME provide an abundance of information, but often it is excessive and hierarchically disorganized. This makes it difficult for users to get a snapshot of the overall market quickly.
Vesica’s minimal design, and intuitive workflows solve this problem- giving you only what you need, when you need it.
Logo Ideation
Color Testing
Modular Logo System
Though initially focusing on data from the Oil market, Vesica eventually intended to scale its product SHIFT to apply to other commodities and markets such as agriculture and stock equities. To allow for future development of Vesica’s brand and its products, we designed a modular grid and iterated “Child Logos” to show how this system could be applied to design future product iconography.
Deliverables
Website
Designed with introducing new clients to Vesica as a company, showcasing product features, and serving as a gateway for existing users to login to the SHIFT API, in mind.
Investor Information Decks
Designed company deck for investors which detailed go to market strategy and competitive advantage. Created a variation of this as a pitch deck for potential customers.
UI Consultation
By applying custom iconography, brand colors and refining every interaction to be buttery smooth, we turned SHIFT’s API from a typical widget dashboard into a delightful search experience.
Digital Marketing
Market Color Today is a digital campaign to promote higher user engagement with the platform by taking weekly snapshots from SHIFT, and creating weekly digests that summarize movements in commodities market.