Shard Fund Brand Identity Design Case Study

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SHARD FUND BRAND IDENTITY

Transcript of Shard Fund Brand Identity Design Case Study

SHARD FUND BRAND IDENTITY

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THE TASKThe founders of Shard Fund, an investment fund with a very particular approach to

investing, contacted Kickflip with the task to creatе a complete visual system for the

launch of their brand. From brand symbol and business cards to responsive website

and adaptive representation of the product portfolio, the whole brand experience

needed to be crafted in a way that expresses the values and mission of the fund.

Transparent. Elegant. Responsible. Eminent. With this in mind, the first phase

was started - discovering the brand framework.

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PROCESSFinding the exquisite and accurate way to visually present Shard Fund began at

understanding its values. To inspire. To motivate. To overcome. During many

conversations with the founders, their brand manifesto and visual story were defined.

Acuity of vision combined with keen perception of markets make up for Shard Fund’s

unique approach. The fund was started by four talented traders, who are especially

inquisitive when it comes down to reading the financial markets. They are brave,

brisk, and empowered. The development of the identity system had to be aligned with

the analytical strategic thinking, the transparency, the impeccable attention to detail,

and the uncanny passion for creative and unordinary problem solving.

The initial part of the process consisted of mind mapping and mood boards to

sketching. When there were enough graphic variations, the ones that felt right were

digitised. A choice of many became three concepts, which in turn was finalized to

one visual language. Close collaboration with the founders was key in achieving the

desired result.

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THE LOGOThe stock market and glass shard were the guiding elements.

The S-shaped graph would imply a rising return on investment

but it was within the shard, where the right ingredients to make

it rise high laid. A minimalistic design, with an authoritative

subtle message, the monogram of the brand was simple and

steadfast - the only way is up.

The brand essence was further communicated through the

business cards. Gold foil block in combination with high-end

Fedrigoni paper, a physical manifestation of the affluence and

quality. A black front and a white back gave the final touch of

solidity and trustworthiness through a never-ending capacity for

flexibility.

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PRODUCT PORTFOLIO VISUALIZATIONTaking brave but not reckless risks day in and day out, is Shard

Fund’s DNA. Maverick and Cortez are the two main products

where this DNA unfolds itself. Maverick is one of the biggest,

most popular and flawless waves known to man. It is the realm

where well-researched and tested blue chip companies exist.

Cortez, on the other hand, is one of the most unique and hard to

find surfing spots in the world. It is aggressive, risky and yet the

satisfaction it could bring is unmatched.

These two varying natures of the same shard needed to be

adapted with the original logo in mind. Taking in the different

experiences Cortez and Maverick could exude, the varying

effect was visualized vividly. A steep incline or a steady rise, the

particular form of the S is ultimately a matter of choice. But it is

one bound to the shard.

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WEBSITEEXPERIENCEHow to exude all this digitally though? The website had to be

an online business card that reflects the essence of simplicity,

elegance, steadfastness and ability to evolve. Famous quotes

paired with large, beautiful imagery from all corners of the

world, helped communicate the brand’s values. The effect was

multiplied with a portfolio of quotes and images that change at

every preloading. The journey of discovery for each visit of the

website is different every time, provoking the visitor to dare to

dream bigger.

The biggest challenge was to design all this in an interactive and

dynamic manner, yet still responsive and optimized for every

browser and device. What was achieved is a browsing experience

that is an interactive journey, created by utilizing smooth and

logical transitions between the two main sections. The online

experience is crafted as a metaphor for investment flow that

is expressed as a constant state of flux, just like the sea. Each

website page reflects the content in authentic moods that flow

naturally within each other. The Sea. The Desert. The City. The

Art. All artefacts of life that decide what meaning

or power to give.

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BRAND GUIDELINESIn order for the quality of deliverables to remain consistent

when being used by Shard Fund’s in-house design team, a

detailed brandbook was created. This document outlines the

principles that must be applied when working with the delivered

brand assets such as logo usage, structure, white space and grid

system for the dynamic symbol.

THANK YOU FOR THE ATTENTION.

[email protected]

Victor Hugo 3, ap. 4b,1124, Sofia, Bulgaria