New Corporate Brand
Designing a youthful brand that raised awareness for new AI capabilities and aligned with emerging trends while supporting the parent brand.
The Project
Background
The financial sector is often thought of as laggards in digital experience with many seeing modern, fintech offerings as a way to break through and differentiate themselves. In order to meet this demand, Trading Central established an innovation lab of data scientists and developers to rethink supporting consumer tools in wealth management.
Challenge
Trading Central's innovation lab needed to align itself with emerging trends and new capabilities like AI, while continuing to support recognition and business opportunities for the parent firm.
The Deliverables
I lead the team responsible for
Operating with start-up constraints, we infused brand elements into stock images and illustrations to offer a custom feel on a budget.
