Tradz Inc.
SERVICES
Brand Strategy, Visual Identity, UI Design
Financial literacy in the U.S. remains low and stagnant, with about half of adults scoring around 50% on financial literacy tests, especially struggling with comprehending risk. Financial markets count on this and use it to their advantage to sway opinion and
influence trading and investment decisions. Tradz leverages machine learning and artificial intelligence to challenge industry norms and deliver non-biased, open-source research and insights to the everyday user to empower them to make their best financial decisions.
We needed to craft a passionate, modern, and fresh brand identity that would deliver on its promise of transparency and trust and built a minimal viable product of the website and app for venture capital pitches.
Brand Strategy
Tradz Inc. was built around the idea that progress in financial technology should feel clear, empowering, and forward-moving, not opaque or intimidating. From the outset, the brand strategy focused on defining a mission and value proposition rooted in transformation: helping users navigate change with confidence while signaling credibility
in a rapidly evolving space. The target audience values innovation but expects precision, trust, and momentum from the platforms they use. Visually and verbally, the brand needed to embody motion and evolution without feeling abstract or trend-driven. Early exploration revealed a strong pull toward symbolism that communicates change,
refinement, and technological advancement. Paired with modernized typography and sharp geometric forms, the system positions Tradz Inc. as a brand that is intentional, future-facing, and built to lead users through what’s next rather than react to it.
Verbal Identity
The verbal identity for Tradz was designed to support a broad spectrum of investors, from those learning the basics to experienced analysts seeking timely, unbiased information. I focused on establishing a voice that feels credible and steady across all experience levels, reinforcing Tradz’s role as a source of clarity rather than persuasion.
The voice is passionate but restrained, favoring direct, plainspoken language over flourish or hype. It is relaxed and observant, acknowledging market moments and user needs without urgency or theatrics. Light, human touches are used intentionally to keep the experience approachable, but never at the expense of trust or professionalism.
Above all, the tone is informed without being forceful. Tradz presents facts, context, and insight without steering decisions or promoting outcomes, reflecting the brand’s commitment to transparency, integrity, and user dignity in a crowded and often biased financial landscape.
The Tradz visual identity balances technical precision with approachability, reflecting the platform’s commitment to trustworthy, unbiased financial information. The mark is anchored by a custom geometric symbol inspired by the delta, a universal indicator of change and forward movement. The wordmark was carefully customized to soften
the system without undermining its strength. I rounded the harsh interior of the “R” to introduce a more approachable and trustworthy tone, counterbalancing the sharp geometry found elsewhere in the identity. Additional refinements focused on intentional use of negative space. In the “Z,” the cut was moved from the bottom to the top,
creating a stronger sense of upward motion and visual momentum. Together, these typographic decisions add nuance and personality to the identity.
