Services
Strategy
Design
Experiences
Sectors
Professional services
Location
Singapore
Services
Strategy ,
Design ,
Experiences
Sectors
Professional services
Location
Singapore

Designing a digitally-fit professional consulting brand

Stradegi is an international investment management consultancy providing solutions for buy-side strategy, operations, technology and governance. They were recommended to our Singapore team in search of an overhaul for their corporate website. But we took a look at their brand and saw an opportunity to first strengthen their brand identity.

The challenges & opportunities

1
1

How can we better articulate different practice areas & solutions?

2
2

Can we put a face to the brand and make the content more credible?

3
3

How can we signal scale and depth of experience?

Original brand identity

We discovered that inconsistencies and alignment issues were present in the current identity and that it was far too complex. For example, there were too many elements in the logo. The combination of the symbol, the highlighted “trade”, the title of the “i” and the line device dilutes the overall impact and legibility of the identity.rnrnWe also found that key brand applications like white paper reports and their website would benefit from a structured text hierarchy to add substance and structure to the information. Additionally, their existing colour palettes, while professional, were not flexible enough to handle the large number of data variables.

A stronger symbol

A new brand identity was developed with stronger symbolic meaning and a rounded and friendly geometric typeface was specially crafted to make the identity more approachable but still professional. The interlocking circles of the symbol signal partnership and trust and subtly form the letter ’S’ with a gradient applied to the symbol to make “S” more visible.

Digitally fit assets

Once the building blocks of the identity were developed we worked with Stradegi to restructure their previous content heavy website. Focus was placed on simplifying the presentation of information and displaying their services in an easy to digest format, so not to overwhelm the user with too many details at once. As their business is driven by relationships and the professional personal service provided by their staff, we brought these people to the forefront of the site to reinforce transparency, trust and credibility. To facilitate site-wide updates, the backend content management system was built to give Stradegi the power to customise and update existing and new content independently as their offering evolves. Over and above mapping out the new site structure, we created a set of components to make the brand fit for the digital data age. These components extended to data asset, iconography and illustration styling, the design of feature blocks and button styles and the micro-movements and interactions throughout the site, this Digital Design System could guide the consistent creation of any future digital content beyond the corporate website.

Awards

Transform Awards Asia Pacific 2019

  • Grand Prix Winner
  • Best visual identity from the financial services sector – Gold

The new brand is now with stronger symbolic meaning and more approachable to users. By simplifying the branding, the team have delivered a much more refined, deliberate brand identity. At once it feels as if Stradegi have been around for decades, while being a modern firm. Light and gradient are the key components in the success of this scheme. Contemporary and classy. Well fit with the investment service offerings for HNWI. Well done.

Transform Awards Judging Panel 2019
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