Building a Fresh Brand to Take Risks So the Parent Brand Didn't Have To.

In 2019, Trading Central established TC Labs to expand their machine learning R&D. They needed to build awareness for their emerging capabilities while protecting the quality reputation of the existing product suite.

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2019

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Nice, Fr

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tclabs.io

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 brand recognition and absorb risk of early concepts before transitioning commercially successful products to the parent brand.

I was responsible for

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Brand Architecture

Palette

Brand Identity

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GTM Launch

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Website Design / Build

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Content & Collateral

The primary objective was a dedicated brand to raise awareness for new, early stage capabilities.

The brand identity

A younger child brand

To maintain harmony with the parent brand, we kept many of the same key branded elements of the Trading Central group within TC Labs promotional materials such as the Montserrat font, logo references and the same colour palette — all with a younger, fresher application. With its light-weight and adaptable corporate structure, we decided to pull on current design trends such as bright gradients, interactive visualizations and isometric illustrations to give TC Labs the "cool factor".