This New York start up company were offering a new information service to the financial district on Wall Street. The service provided a daily report and expert commentary (ahead of the markets opening) on some of the major factors that may affect trading.
The metaphor of an iceberg was initially conceived by our creative team showing that what lies below the surface could be as (if not more) dangerous than what lies above – i.e. you need to see the whole picture.
By developing the concept, the iceberg adopted two personas, not only of an iceberg, but also that of a diamond – i.e. incredibly valuable (again matching the key messages of this service).
The new logo brand has now been successfully rolled out across all of the firms communication collateral and represents a high quality professional brand execution in what is a very competitive market in the U.S.
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