PolarStar

We audited our findings and developed a strategic framework for the business which established the brand’s vision, its purpose and overall future proposition. We mapped out the value proposition through newly established pillars of reason which we designed to reduce buyer’s friction and concern. We developed a full suite of brand messaging assets to be used in both new business presentations and the future website proposition. We communicated the business values and made the business mission easy to understand and grasp, especially within market parity and rapid purchasing decision making situations.

A bold, confident brand was introduced in support of the overall position. We established that the business had great recognition and reputation within a unique category and fund class. The creative direction ensured that the brand paid homage to its performance excellence via a minimal and stylistically restrained look and feel. We noted that the legacy brand logotype, whilst a fair bit insipid, did have some logic in its choice of symbology. We strengthened the overall feel of the brand mark and cut back on embellishment in order to convey a strict sense of unity and control. We developed a stronger colour palette which combined a deep anchor blue colour offset by a vibrant and internationally positioned warm red colour. These colours are supported by a set of linked tones which are used in as restricted scheme to create a minimal look. In context of the overall brand, we solved the strategic challenge through building a brand identity focused on clarity and consistency of visual aesthetic. The resulting identity uses this strong colour and a clear / simple visual system which ensures a perception of capability and class.

PolarStar specialises in the liquid alternative investments category and in particular, the team has a deep specialism in crop-based commodity futures such as grains, sugar and coffee. This fundamental specialism is combined with progressive innovation in quantum computing which uses planetary data and analysis to inform futures trading and hedging. This combination of esoteric knowledge and leading-edge tech informed the concept behind the proposed image and photographic identity. We chose an aerial, top down view of subject matter to imply a plan like view of the earth and its resources. Plan views are linked to mapping technology, weather patterns and a whole raft of scientific analysis of natural elements. However, because of the unique perspective, it isn’t necessary to show purely crops or fields – the unique perspective allows for the inclusion of a range of interesting images all linked through the common top down point of view.

We supported the launch of the new brand through a rigorous communications platform redesign process. We redeveloped the client publications and reporting experience starting with the development of HTML stationery as well as comprehensive document style guidelines. This followed through into PowerPoint based fact sheets which could be easily adjusted and updated by the PolarStar team. We developed a new pitch book based again in PowerPoint. For full flexibility, this template contained no less that 16 different layout and page types. We also provided Word based proposal templates. All provided Microsoft document templates are built upon a universal colour and typography theme file which aids in creating standard application and uniformity of brand.

For the online proposition, we worked together with the client in developing a new overarching web architecture which created a far less fractious user experience in navigation. We provided contextual prototyping through every aspect of the new site by providing a navigable model built in Adobe XD. This software allows the client to test the exact experience before it is handed over to development teams. The client utilises a specialist fund code and development agency in New York and we collaborated in building custom charting tools which allow users to adjust variables in the front-end view of the fund information. This aids in deeper analysis and understanding of fund performance and thus builds perceptions of transparency and technical prowess.

The new brand and online experience far exceeds the capabilities of the incumbent brand and now positions the business as an eminent specialist in their field.