An AI brand. Balancing progressive technology with human intelligence
04 June 2020
Today sees the launch of a new brand for Quantumrock, an asset management firm who is at the forefront of a massive shift towards fully machine-powered trading solutions. Over the last four years, the firm has established a proprietary artificial intelligence and machine learning platform, with 2020 the year to bring clarity to their external proposition and brand.
Digging deep to find their point of difference
Our journey started with discovery workshops held with the leadership team and employees in Munich to establish who they were, what they offered and why they were genuinely different. Through these discussions we unearthed a next generation asset manager with a purist focus on artificial intelligence, augmented by the intellectual capital of their experts.
Articulating the ‘why’ of the ‘how’
The creative process started with defining the brand strategy, crafting the proposition messaging and authentic brand values for the firm – a platform from which we would propel all future communications and their new brand identity. We were also inspired by the client’s appetite for change: they didn’t want to sound or look like a typical financial services firm.
Breaking the financial services mould
With the usual clichéd financial services brands far from our minds, our goal was to create a far more distinctive, progressive and technology-focused visual identity that captures the firm’s unique scientific mindset.
A brand marque was crafted that represents the motion and intelligence of the proprietary artificial intelligence that defines Quantumrock. Dynamic angular forms working in synergy with one another form the basis of a visual identity that depicts the motion and volatility in the financial markets.
A soft launch for a disruptor
Quantumrock’s new innovative brand has soft launched today with an interim website and with our work continuing, watch this space for a comprehensive suite of investor relations materials and the full website that are due for launch at the end of June 2020.