Quod Financial Iconography
Who
Quod Financial
When
May 2021
art direction
graphic design
illustration
iconography
product design
The context
Quod Financial is a global multi-asset OMS/EMS trading technology provider, focused on automation and innovation. They were in need of an identity system for their products. I was in charge of this project while working as a Lead Graphic Designer for Hatchly. This was a challenging project because the company was undergoing a logo redesign as well – which meant that the product icons had to look like their own sub-brands without reffering to the motherbrand, but also look like they belong in the same group.
The approach
I was responsible for transposing the products and technical terms into easy to understand visual representations. I conducted a discovery call with the client and mantained communication throughout the duration of the project in order to accurately represent complex technical information. I then created an icon system, starting from basic geometric shapes treated like modular items, which can then be combined in a representative way for each of the products. Each of the products have three icon instances, and I also used the shapes and the icons to create patterns, illustrations and other graphic elements for each of the product for marketing collaterals.
