Flowdesk - rebranding of a crypto market maker.
We at Fintech branding studio had the pleasure to work with Flowdesk - a fintech company based in France that offers fully managed market-making and digital asset management solutions. Flowdesk financially empowers projects and companies by leveraging created infrastructure algorithms to offer 10x reduced costs compared to competition.
Flowdesk team reached out to us looking to rebrand and we had 2 creative challenges:
‣ As with fintech solutions, the new brand needs to establish trust and credibility quickly
‣ Need to position the brand as the advanced market-maker and digital asset management solution
Through the market audit, brand strategy, and creative research we identified that target audience is tired of ultra-modern, crypto-style visuals. So for this reason we had to strike a great balance between the identity of a classic financial institution, fintech innovation, and a startup.
The new Flowdesk logo design and brand system visually communicate the volatility surface of the implied crypto market. Though this concept looks abstract to some, it is clearly understood by the target audience.
Our Role:
‣ Logo redesign
‣ Brand system creation
‣ Brand guideline
Project concepts:
Shape and color exploration:
The new Flowdesk logo design and identity system visually communicate the volatility surface of the implied crypto market.
Perfecting logo design by creating an accurate grid system:
Brand colors:
Colors evoke feelings. Flowdesk’s color palette says
“We're experts, we’re innovative and we are tech-focused”.
Brand typeface family:
We designed a brand system consisting of 7 elements that communicate volatility, flow of information and data.
