Project Description

Values in Motion

Designing a brand identity for a financial market consultancy

Financial markets have always been a mystery to me. A list of numbers and indexes that make no sense to an outsider, that are able to be read and understood by a select few people. These people earn money by being being able to read the hidden language of markets and understand its movement better than their competitors.

I was contacted by an organization of such people to develop their brand identity system. The company is involved in creating strategical reports that help fund managers keep their top performance. The reports achieve this by giving simple and actionable information about the trends in the technological stock markets. Information that helps fund managers make quick and secure investment decisions. From the words of one of the most influential researchers in this area:

“In an information-rich world, the wealth of information means a dearth of something else: a scarcity of whatever it is that information consumes. What information consumes is rather obvious: it consumes the attention of its recipients. Hence a wealth of information creates a poverty of attention and a need to allocate that attention efficiently among the overabundance of information sources that might consume it.”

Dr. Herbert Simon, 1978 Nobel Laureate


The objective I had for the brand direction and design was to create an identity that appealed to high level fund managers and financiers.

As the foundation of any brand is a simple and memorable idea. The foundational brand idea I came up with for the organization was “Values in Motion”. Values in stock markets are always in flux, responding to multidimensional relationships of different factors. Understanding and communicating these constantly changing circumstances in a simple and straightforward way is the most vital responsibility of the company. And it was my job to reflect this concept inside a visual system. 

April 2016 – May 2016
Javelin Equity Research
Brand consulting
Design consulting
Brand identity design
Logo design


The brand guideline will serve as a foundation for the creation of multiple client-facing resources like the report documents and website of the company. The guideline will ensure that there is a consistent visual style, that shows authority and inspires trust in the products of the organization.

“Alexander was a pleasure to work with, delivered on the project on time. He clearly listened to what my requirements were, undertook his own research on my project and his experience and creativity clearly came through in the ultimate brand design. Alexander communicated well, and took the time to explain even the little details surrounding the project and also some matters that were outside the scope of the project”
S. Panicker

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